THE INTERNET: WHAT IT CAN DO FOR YOU

Be up to date with the latest news and info Schooling, Research, Banking, Shopping and Communication Democratization of the Media

DEMOCRATIZATION OF THE MEDIA

Allows people to: Express themselves through various forms of media Share it to others Motivations and purposes vary from one person to another

RECOGNITION IN THE INTERNET

POSITIVE SIDE N E G AT I V E S I D E

On one hand, theres Attention Praise Financial Success

But then theres also Hatred Flames Death threats

WHAT IS VIRAL INFAMY?

Ones piece of media is uploaded on the Internet Viewed by a large audience It becomes well-known because its HATED Mostly seen in Social Networks and Multimedia Sites Online users are vulnerable to this

PROBLEMS WITH VIRAL INFAMY

Considered cyber-bullying or bullying in general Confusion and Psychological trauma for the person Can define that person in the eyes of the public

People can freely say anything bad about someone online

RESEARCH OBJECTIVES
General Society: Their mentality; Why and how viral infamy happens

Present Causes of viral infamy Processes Development and Consequences

Serve as a future reference for research

DESIGN OF THE STUDY

Unobtrusive Measures Subjects of the study are watched from afar Videos posted online Secondary Analysis Documents, Journals Studies Experiments done by other scientists

STEP ONE: WATCH THE CASES

Rebecca Black

Friday (2011)

STEP ONE: WATCH THE CASES

Robert Blair Carabuena For slapping an MMDA officer

STEP TWO: READ THE REVIEWS

Facebook Twitter YouTube

Media Articles

STEP THREE: RESEARCH

Collect Data and Research Documents Journals Previous experiments (Asch Conformity Experiment by Solomon Asch) Agenda Setting Theory Relate research to the behavior of the general public

WHY DOES VIRAL INFAMY HAPPEN?

Agenda Setting Theory Tastemakers Herd Mentality

AGENDA SETTING THEORY

Media ability to define whats important; Influential power Users generate media surrounding a particular online subject Attention = Viral Status = Prominence Influences other audiences to see it as something important as well Know more about it; Make your own judgment

HOW HATE MEDIA CAN SPREAD

Posting comments Sharing videos from YouTube Trending in Twitter Facebook Likes and Shares Television News

TASTEMAKERS
Kevin Alocca, YouTube trend manager Videos go viral because of tastemakers Celebrities and journalists Any person that people give authority to when it comes to trends Tastemakers determine what kind of news is to be shown

HERD MENTALITY
A direct effect of the Agenda Setting Theory Proven by the Asch Conformity Experiment People do tend to use other peoples judgments as evidence Willingness to conform = Social Reward; Avoid Social Punishment

CONCLUSION OF THE STUDY

Viral Infamy can be explained by: The Agenda Setting Theory (McCombs and Shaw) Tastemakers (Alloca) Herd Mentality (Asch) Infamy stems from reaction media

CONCLUSION OF THE STUDY

Influential Net Users: The Tastemakers People see the subject as important before seeing the video and judging it Judgment may be negative; Some people merely conform to the majority

Images taken from Google