Bi0[x]iD's WaY oF LiFe

The difference between “viral” and “spreadable” media has to do with the conscious agency of the consumers. In the viral model, nobody is in control. Things just go “viral.” In the Spreadability model, things spread because people choose to spread them and we need to understand what motivates their decision and what facilitates the circulation.

While she originated on British broadcast television, her entry into the American market was shaped more by the conscious decisions of 87 plus million people who choose to pass her video along to friends, families, work mates, and fellow fans than by any decision by network executives to put her on the airwaves in the first place.

Henry Jenkins