Networked media can spread both, positively and negatively, whether it be in the form of medical viruses, films, or internet memes. Viral media presents the notion that ideas spread and are contagious, like viruses. For example, the fourteenth century medical virus, The Black Death (otherwise known as The Plague), which began in China, spread to Europe and later to the New World of America. In this instance The Black Death spread negatively, wiping out almost half of the world’s population at the time.
In today’s contemporary society, however, we relate more to the spread of films and internet memes. Since the founding of the world wide web by Tim Berners-Lee in 1989, an increasing amount of zombie films have been directed. Films such as 28 Days Later (2002), Zombieland (2009) and World War Z (2013) all portray the notion of something (in this case the zombie pandemic) spreading incredibly quickly. The concept explored in the zombie films, however, is a discussion of what is occurring in our very own culture. In today’s lecture (06/05/14), Hugh described that these zombie films are critiquing our world’s lay capitalism – the concept that we are consuming our planet faster than we’re able to renew it. In the terms of these zombie films, our lay capitalism is being portrayed as the zombies gorging on the living, hindering their ability to reproduce and repopulate the world (a scary thought mind you if these scenarios where to ever occur). These Zombie films depict the negativity networks can spread and offer a critique of it that cannot be offered directly as that would simply be viewed as being anti-social and anti-progress.
Moreover, internet memes elude negativity as they are spread from a foundation of bullying. The Star Wars Kid meme uploaded to YouTube in 2006, negatively impacted the teenager who is in the video. That particular moment in his life has shaped his future. Whilst the enthusiasm and seriousness he displays in the video is appealing to us as the audience, and offers us a sense of hilarious euphoria from the emotion he displays, the empathy we have for the boy in this sense victimises him. We, as the audience, are just as at fault for shaping the boys future by laughing and viewing the meme as the bullies who uploaded it are.
In explaining all of this negativity surrounding the spreading of ideas through networks, positivity can be found. Positivity in the spreading of ideas through networks is all around us, and doesn’t require much of an explanation. For example, the new Old Spice ads present an adaptable idea that can be viewed at any time of the day, by all ages, and does not originate from bullying. The ads offer an enthusiastic euphoria for everyone to enjoy, even the actor. Furthermore, the TED Talks offer ideological ideas that are built to spread and are worth spreading. The spreading of ideas can influence positive social, political and economical changes within our society – something we may sometimes take for granted.
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