Jean Burgess' view viral videos and meme as being more of a cultural participation in social networks rather than marketing schemes with "messages" and or "products". I think Burgess' example of the "Guitar" is the perfect depiction of how a video not only goes viral, but that a culture is being formed in expressing self, rather than selling a message. Thus, the "value" in youtube social networks are being spread through participation in every form from imitation, competition, suggestions, etc. Ultimately, this value forms the basis of a culture on WEB 2.0. Burgess also argues that the success and retention of a viral video happens because of how the video allows for ongoing participation through transformation of the "original" video's main key signifiers.
Draxtor's work in virtual news reporting and active participation from players in second life (SL) can be seen as an example of Jean Burgess' definition of the purpose of viral videos. One of the reasons Draxtor's videos are viral is because of innovative perspective on reporting news in a virtual world. People that join the group to participate not only by viewing the news, but these viewers are allowing themselves to experience the news as if they were there! That is a significant and important signifier that makes Draxtor's work original and spreadable. It can be captured through the virtual participation through talks and visual experience that traditional news reporting doesn't allow. Traditional news is PASSIVE PASSIVE PASSIVE!
The cultural participation forming in this social network also further support the fact that the viral videos are not selling products or simply feeding viewers messages. Yes, the SL provide information, but it does so in a way that allows for opinions and participation in the news given. It is ACTIVE ACTIVE ACTIVE! Without that participation, Draxtor's work would be short-lived as well as just another "fad" that has come and gone without leaving a mark that transforms a culture, in this case, the culture of recieving news.
On the other hand, Draxtor's work can be argued as forming of a social group that conceive a "message" because of the specific subjects covered. Thus, providing the marketing's perspective viral videos. For example,Draxtor's news covering the Gauntanamo Prison and the viewers experiencing themselves as a prisoner has a strong one-sided story that Draxtor CHOOSE, thus, it also limits to what "messages" he wants to get across even if there are users participating in it. Because Draxtor is the ultimate creator and controller of second life, it doesn't mean participation is fully accesible in viewers/users hands! This is where it differs from Burgess' main points of viral videos, there is some unforeseen or subtle passiveness to Draxtor's work!
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You are the only person who I have read (so far) that states that Drax's work is in fact viral. I would disagree with you about when you say that the ability to take part in the news gives it the ability to spread. Unless you created a new SL world that also builds off of what he has done, I do not believe that the average joe can reproduce that sort of thing.
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