Clarifying an earlier point, ‘fandoms’ is a term that can be used broadly. It can be used to describe memes, board-games, movies, books, people, sports, etc. with so-called ‘cult’ followings. These followings are typically comprised of a steady base of fans who continue to perpetuate the culture of a particular fandom and are deeply entrenched within its society. There are numerous behaviors that are correlated to my description of ‘the act of being fannish’ or in general, numerous type of fandoms; however, what I am primarily concerned with is how the internet (and social media in particular) affects the dynamics and creation of fandoms. The topic that I am focusing on has a strong emphasis on how media-based viral content ‘goes viral’ – as in how it is spread throughout modern culture in such a way that a fandom can have a following entirely online and can enter modern society to become a prevalent part of real-world culture and inter-personal interactions.

Media-content with some grounding in reality is a favorite subject of social networks and the internet in general. Looking at the media’s ridiculing of ‘Romney-isms’ you can see how an innocuous comment can be transformed into a seemingly serious social gaffe. As such Governor, and Presidential-candidate Mitt Romney has recently been turned into the media’s scapegoat. Within minutes, nay seconds, of Romney uttering a comment that could be misconstrued or represented in a humorous light, memes and other Internet ridicule began to surface. Facebook feeds were clogged with posts concerning ‘Binders full of Women,’ ‘Romney, Ryan, and Big Bird,’ and Twitter was trending outrage over ‘#fewerHorsesandBayonets’, and ‘#ObamacareCan’tCureRomnesia.’ [1]

What is interesting is how the Internet latched onto a particular idea, making these memes nearly ubiquitous. Even those individuals who are relatively politically isolated were inundated by hundreds of posts that twisted the Presidential debates to highlight a different story. Even though the general consensus was that Governor Romney soundly beat President Obama in the first Presidential debate, the viral spread of media ensured that the public was greatly concerned with the loss of Big Bird and PBS. Romney’s sometimes-awkward phrasing ensures that his words are typically “memorable, if not exactly eloquent.” [5]

So what makes content go viral? In this scenario, it appears that the content is of national significance. While, national significance might not be a criterion for viral content, perhaps we can say that one factor is the relevance of the content to a mass audience. A large portion of the world’s population has at least a small measure of interest in the Presidential Election of the United States. Even numerous other nations follow, to a degree, the election process as it will greatly effect the future path of the American economy. Interest in the subject matter is certainly one point to consider.

Looking at another case study: South Korean pop star PSY’s music video Gangnam Style.

From the Economist – data suggests that the popularity of Gangnam style is not about to fade anytime soon. The viral video seems to have garnered a self-sustaining eco-system that makes its rise to fame, and continued rise in popularity a reality. With an increase of approximately 6 million views a day, compared to the 1.5 million views a day posted by another summer hit – Carly Rae Jepsen’s “Call Me Maybe,” the question remains: what makes Gangnam style special? [2]

And what makes these videos popular when thousands or hundreds of others have flopped?

It has been hypothesized that these music videos have succeeded where others have failed in part due to its connection to humor. PSY has been praised for his humorous lyrics and dance moves. Viewers may ask how a video made entirely in Koren except for the phrase “Hey, sexy Lady” became so popular in the west. K-pop, in its essence is a visual medium that relies heavily upon the music video itself to launch a song into popularity. PSY’s willingness to poke fun at himself is integral to its successes in a western market, which does not heavily favor ‘air-brushed K-pop dolls.’ [3]

College campuses are typically hotspots for spreading media. Researchers could analyse the number of video responses (and parodies in particular) as a proxy for mutations. “Measuring the frequency and popularity of these mutations early in the life of the video could be useful is modelling its lifetime YouTube views.” [6] And, of course, music video such as Gangnam Style are more likely to mutate into flash mobs of parodies than a song like Beiber’s “Boyfriend” which could possibly be covered by another artist but nothing on a large scale.

Love it, or hate it, Gangnam Style’s controversial footage incites discussion and sharing. Like ‘Call Me Maybe’ it has spawned numerous parodies and spin-offs. Two of the most famous parodies “Eton Style” and “MIT Gangnam Style” use the core idea of Gangnam style – to poke fun at oneself. [4]

Humor, is an excellent medium that traverses nations and makes media worth sharing. Drawing a comparison back to the social media’s Romneyisms, we can see that humor may be another integral element that allows for the greater spread and reach of particular media.

Edit: As Alec suggested, humor is not an essential element in a viral theme. What is important is the emotional connection that the viewer feels to the subject matter. Whether it is by humor or not. This is why modes of rhetoric is a significant element in viral material.

[1] Mercury News. Mitt Romney’s Sometimes Awkward Way with Words

[2] Youtube Trends. Gangnam Style vs Call Me Maybe

[3] The Economist. Data Behind Gangnam Style.

[4] Eton Style

[5] The Nation: http://www.thenation.com/blog/170648/why-romney-losing-meme-election#

[6] Forbes http://www.forbes.com/sites/anthonykosner/2012/10/28/simple-statistics-gangnam-style-will-be-first-video-to-hit-1-billion-views/