Friday, December 13, 2013

immune to the virus

TED videos, often seasoned with cheery platitudes, become viral for the same reason that grumpy cat pictures do. They don't ask us to think critically — just to enjoy, or be amused and enlightened without the time-consuming labor of skepticism and doubt clouding our clicks. Why do we want to share these stories? Because in some sense they are not open to interpretation. You don't have to worry whether your friends will wonder why you shared this – it's obvious.

....Most of all, we don't want to say something that we didn't intend. And that is the danger with any story that falls into the valley of ambiguity. We can't be sure how people will take it. We don't want to risk our reputations on a story that can be taken more than one way.

More than anything, the fear of a smeared reputation is what creates that dip in virality. Sharing a story means that in some sense we stake our reputation on it. That's why sharing a story is not the same thing as enjoying a story, reading a story, or even learning from a story.

- Viral Journalism and the Valley of Ambiguity