Jean Burgess’s article in Video Vortex outlines the production, venue, spread, and viewing of viral videos. There are key components to the more popular viral videos that set them apart from the billions of others online. Attention grabbing tactics are typically used to reel in viewers and active viewer participation keeps them there. What makes web 2.0 so upgraded from the initial internet is that we are now more engaged in the material that we are watching. We not only watch it but we can create it, judge it, pass it on, or even mock it.
Bernhard Drax, a reporter on Second Life, creates non viral material on a viral website. His material does not strike me as something a random person would connect with. The videos does not reach out to everyone, or play on the tactics that enable for optimal viralization. Second Life as a whole on the other hand allows for people to contribute their ideas and creations to everyone in the community. Afterward, they are able to receive feedback and the participation cycle continues. The site itself is viral because it allows people to spread anything they feel people would like to see or be able to relate to. However, Drax’s videos are spreadable but not was further than his target demographic.
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