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[ES] Con el desarrollo de la sociedad y la tecnología, Internet ha entrado en la vida de las personas y ha penetrado en ellas. Los métodos de comunicación de las personas cambian constantemente. Al mismo tiempo, las personas están cada vez más ocupadas y les gusta las cosas de la comida rápida,por eso los requisitos del método de comunicación aumentan gradualmente.En cuanto a la recepción de la información, es evidente que las descripciones de las palabras y de los dibujos no satisfacen las necesidades de la gente, que siempre prefiere los vídeos más intuitivos capaces de ir directamente al oído, a la vista y a la mente.La aparición de videos cortos ha satisfecho las necesidades de las personas por un lado y ha enriquecido la vida de las personas por el otro. Con la reducción del umbral de producción de video, las personas no solo pueden ser receptores, sino también productores. La productividad de los videos cortos se ha mejorado continuamente y se ha promovido el desarrollo de videos cortos sociales móviles.Basado en el 47 º informe estadístico sobre el estado de desarrollo de internet en China, publicado por el CNNIC.En diciembre de 2020, el número de usuarios de vídeo en línea (incluidos los vídeos cortos) en China ascendió a 927 millones, un aumento de 76,33 millones con respecto a marzo de 2020, lo que representa el 93,7% del total de usuarios de internet; De ellos, 873 millones de usuarios de video corto, que representan el 88,3% del total de usuarios de internet.Y el nacimiento de Douyin y Tiktok coincidió con la edad de oro del desarrollo del video corto, y se destacó en un mercado competitivo y se convirtió en el líder en la industria del video corto, y exportó con éxito Tiktok a otros países.Según los últimos datos de Sensor Tower en mayo de 2020, el número total de descargas de Douyin y TikTok en la App Store global y la tienda de aplicaciones Google Play superó los 2 mil millones. El hecho de que Douyin se destaque entre las numerosas aplicaciones de video corto y se convierta en un éxito en otros países.Ciertamente, es inseparable de su excelente y único contenido esencial y estrategias de promoción para atraer y retener a los usuarios.Pero en el desarrollo de Douyin y Tiktok también se ha expuesto gradualmente algunos problemas.En particular, Tiktok ha encontrado resistencia por parte de las políticas y la cultura de otros países al exportar su cultura a otros países. En esta tesis, estudiaré la estrategia de la comunicación viral de Douyin y Tiktok,y algunos de los problemas y soluciones que encontraron. Este trabajo fin de máster se divide principalmente en cuatro partes: la primera parte es la introducción, que presenta antecedentes y significado de la investigación, revisión de la literatura de China y otros países, métodos y contenido de investigación. La segunda parte es el historial de desarrollo y el proceso de desarrollo de Douyin y Tiktok. La primera sección es el desarrollo y los antecedentes del desarrollo de videos cortos, incluido el rápido desarrollo de videos cortos en el contexto de la tecnología, la sociedad y el capital. La segunda sección es una introducción a Douyin y Tiktok, así como una descripción de su estado de desarrollo y comunicación. La tercera parte es la estrategia de la comunicación viral de Douyin y Tiktok. Analiza principalmente el posicionamiento en el mercado, el contenido, los usuarios y las estrategias de marketing de la App, y finalmente analiza algunas estrategias de comunicación únicas para Tiktok. La cuarta y última parte, son los problemas y las contramedidas de Douyin y Tiktok. La primera sección trata sobre algunos problemas en el proceso de desarrollo de la aplicación, incluida la vulgaridad y homogeneidad del contenido de video bajo una supervisión débil, la mala práctica del modelo de comunicación de la aplicación bajo la teoría de la cola larga y la falta de conciencia de los derechos de autor. La segunda sección trata sobre las soluciones a los problemas existentes, incluido el fomento e innovación de contenido de alta calidad, el fortalecimiento de la supervisión de la plataforma, la mejora de la calidad del usuario y la innovación en los modelos de marketing., [EN] With the development of society and technology, the Internet has entered people's lives and penetrated them. People's communication methods are constantly changing. At the same time, people are more and more busy and like fast food stuff, so the requirements of the communication method gradually increase.As for receiving the information, it is clear that the descriptions of the words and of the drawings do not satisfy the needs of the people, who always prefer the most intuitive videos capable of going directly to the ear, the eye and the mind.The appearance of short videos has satisfied the needs of the people on the one hand and has enriched people's lives for the other. With the lowering of the video production threshold, people can not only be recipients, but also producers. The productivity of short videos has been continuously improved and the development of mobile social short videos has been promoted.Based on the 47th Statistical Report on the State of Internet Development in China, published by CNNIC.In December 2020, the number of online video users (including short videos) in China amounted to 927 million, an increase of 76.33 million from March 2020, representing 93.7% of total internet users; Of them, 873 million short video users, representing 88.3% of total internet users. And the birth of Douyin and Tiktok coincided with the golden age of short video development, and it stood out in a market competitive and became the leader in short video industry, and successfully exported Tiktok to other countries.According to the latest Sensor Tower data in May 2020, the total number of downloads of Douyin and TikTok in the global App Store and Google Play application store exceeded 2 billion. The fact that Douyin stands out among the numerous short video apps and becomes a hit in other countries is certainly inseparable from its excellent and unique essential content and promotional strategies to attract and retain users. Development of Douyin and Tiktok has also gradually exposed some problems. In particular, Tiktok has encountered resistance from the politics and culture of other countries by exporting its culture to other countries. In this thesis, I will study the viral communication strategy of Douyin and Tiktok, and some of the problems and solutions they found. This master's thesis is mainly divided into four parts: the first part is the introduction, which presents background and meaning of the research, review of the literature from China and other countries, research methods and content. The second part is the development history and development process of Douyin and Tiktok. The first section is the development and background of the development of short videos, including the rapid development of short videos in the context of technology, society and capital. The second section is an introduction to Douyin and Tiktok, as well as a description of their state of development and communication. The third part is Douyin and Tiktok's viral communication strategy. It mainly analyzes the market positioning, content, users and marketing strategies of the App, and finally analyzes some communication strategies unique to Tiktok. The fourth and last part are the problems and countermeasures of Douyin and Tiktok. The first section deals with some issues in the app development process, including vulgarity and homogeneity of video content under weak supervision, bad practice of app communication model under long tail theory, and lack copyright awareness. The second section deals with solutions to existing problems, including fostering and innovating high-quality content, strengthening platform oversight, improving user quality, and innovation in marketing models.

This article analyses the patterns of manifestation of ‘internet challenges’, a viral manifestation in which mainly preadolescents and adolescents participate and which stimulates worldwide participation in challenges that generate altered states of consciousness that carry a potential risk of death. The objective was to trace the patterns of incidence of the Google Trends tool to map patterns of manifestation that are analyzed from the point of view of the psychic contagions of the masses of the societies taken by the communication networks. The analysis of the patterns of incidence is followed by a theoretical reflection on the phenomenon and its consequences based on the theories of communication, the media and Jungian psychology, especially concerning the phenomena of the masses. For the discussion, we used Dietmar Kamper, Jean Baudrillard, Norval Baitello Junior and Malena Segura Contrera as basic references. Este artículo analisar los patrones de manifestación de los ‘desafíos de internet’, manifestación viral en la que participan principalmente preadolescentes y adolescentes y que promueven la participación mundial en desafíos que generan estados alterados de conciencia que conllevan un potencial riesgo de muerte. El objetivo fue rastrear los patrones de incidencia de la herramienta Google Trends para mapear patrones de manifestación que se analizan desde el punto de vista de los contagios psíquicos de las masas de las sociedades tomadas por las redes de comunicación. Al análisis de los patrones de incidencia le sigue una reflexión teórica sobre el fenómeno y sus consecuencias a partir de las teorías de la comunicación, los medios de comunicación y la psicología junguiana, especialmente en lo que respecta a los fenómenos de masas. Para la discusión se utilizaron como referencias básicas Dietmar Kamper, Jean Baudrillard, Norval Baitello Junior y Malena Segura Contrera. O presente artigo analisa os padrões de manifestação dos ‘desafios da internet’, manifestação viral da qual participam principalmente pré-adolescentes e adolescentes, e que estimulam teleparticipação mundial em desafios geradores de estados alterados de consciência que carregam um risco de morte em potencial. Objetivou-se traçar os padrões de incidência da ferramenta Google Trends para mapear padrões de manifestação que são analisados do ponto de vista dos contágios psíquicos das massas próprios das sociedades tomadas pelas redes de comunicação. À análise dos padrões de incidência segue-se uma reflexão teórica sobre o fenômeno e os seus desdobramentos a partir das teorias da comunicação, da mídia e da psicologia junguiana, especialmente acerca dos fenômenos das massas. Para a discussão, utilizaram-se como referências básicas Dietmar Kamper, Jean Baudrillard, Norval Baitello Junior e Malena Segura Contrera.

La métaphore virale s’est imposée comme vocable usuel, que ce soit dans les médias, dans la société, chez les professionnels de la communication ou encore dans la recherche, pour désigner une dynamique communicationnelle entraînant de nombreux partages d’objets culturels dans des temps réduites au sein des médias sociaux. Comme dans toute métaphore, on observe le déplacement de la signification d’un mot ou d’une expression vers une autre signification ; ici du domaine épidémiologique au domaine communicationnel. Mais ce transport de signification n’est pas exempt de limites qui peuvent affecter la compréhension des récepteurs de la métaphore. Cet article propose tout d’abord de revenir sur la création de la métaphore virale, puis de dégager les limites de celle-ci. It seems that virality has been accepted as a common term, in medias, society, among communications professionals or in research, to refer to communicational dynamics that lead to numerous sharing of cultural objects in short time frames in social medias. Like any metaphor, one can observe a transfer of a word, or expression, signification to another signification. Here from epidemiological field to communicational field. However, this transfer of signification experiences limits that can affect receivers comprehension of the metaphor. This article proposes a focus on the viral metaphor creation and its limits.

It is an adage Indonesians renowned for hospitality. Anonline mediaidentified five virtues of Indonesian hospitality, i.e., smiley, sociable, polite, helpful people, and the virtue of mutual helpfulness (suka bergotong royong). If any of those are closer to the truth, why is Indonesia’s social media so noisy, rowdy and pugnacious?Do we live double lives, like Dr. Jekyll and Mr. Hide? In the offline realm everything is cool, in fact interdenizens hospitality are prominent during the pandemic. But once an online message blips and bleeps in our gadgets, our fingers nervously responding to it, pouring our thoughts incessantly, tends to be reactive to any information that challenges our ideological, political, and belief position. Pandemic has not only devastated people’s lives, but also our social fabric in the digital realm. Why is that? Quo vadis Indonesian hospitality? A research project coordinated by Leonard Chrysostomos Epafras attempts to understand the hospitality of the netizens during the pandemic. The project entitled Religious Talks on COVID-19: Hospitality/Hostility in the Viralized Communication Context, funded by Universitas Gadjah Mada’s Interdisciplinary Graduate School (Sekolah Pascasarjana Lintasdisiplin) is seeking the extent of the discourse of hospitality appeared in social media. The research team includes Hendrikus Paulus Kaunang, Jekonia Tarigan, and David Akbar from the Indonesian Consortium for Religious Studies (ICRS). Observation was conducted between July and October 2020 and furthermore employed big data tools such as Social Network Analysis (SNA), Instagram and Facebook analyzers in looking at the dynamics of digital communication among the netizens upon certain trending topics and the formation of a viralized communication. Indeed, the traditional virtue of hospitality is demonstrated in different ways upon digital platforms. We found it in the presence of individuals and online media that functioned as information arbiters. What are information arbiters? In the viralized and polarized context as shown in Fig.1. an information arbiter positioned itself in the midway between conflicting parties. How did they perform? In general, the information arbiter represented a well-informed account using their knowledge to clarify the disputed information, moderated tension, oftentimes splitting the wave, programmatically or not. Most of them are “credible” online media such as Kumparan, Kompas, Republika, Tirto.id, and others, however there are individuals as well such as @sudjiwotedjo (Jack Separo Gendeng). &nbsp

International audience

International audience; This chapter explores innovative forms of political communication among citizens on Twitter, in the context of the 2017 French Presidential Elections. It notably questions the degree to which ‘contagious’ social network communication may be impacting discourse on politics in the public sphere, related to the debate around ‘fake news’. From a corpus of over 50M election-related tweets, the chapter identifies those which were most widely retweeted during the second round of the French elections. Through qualitative analysis of 197 manually coded ‘viral’ tweets, it seeks to characterise their contents in this particular context, in order to fill a gap in the literature and better understand how the contents, tone and subject matter of tweets may be related to virality, thus helping identify the characteristics of viral political tweets as an innovative and influential form of political communication within the media-related public sphere. The study finds little evidence of ‘fake news’ in the corpus studied and highlights instead practices of whistleblowing, but also a dominance of non-factual, opinion-based commentary, as well as humour, irony, satire, parody and mash-ups. In discussing these insights into the mechanics of viral communication, the chapter underlines both specific innovations linked to the technological medium and continuities with traditional offline practices, and suggests that popular contents on Twitter tend to feed into discourse discrediting politicians rather than supporting inclusive democracy.

International audience; Virality is a communicational phenomenon that is booming since the development of the Internet, the Web 2.0 and digital and social medias and devices. It is a prominent phenomenon of web culture. Virality is a complex phenomenon that results from a multiplicity of factors that can create, drive or boost it. Despite numerous works that have studied these factors, it seems that none of them have considered the influence of gender in a viral phenomenon. The aim of this article is to demonstrate, with the experimental method, the significance of this effect over sharing intentions depending the gender. Our first results allow to bring out a trend according to our hypothesis : gender seems to have no significative effect over viral phenomenon.; La viralité est un phénomène communicationnel qui a connu son essor depuis le développement d’Internet, du Web 2.0 et des médias et dispositifs socionumériques, et qui demeure aujourd’hui un phénomène majeur de la culture Web. Elle constitue un phénomène complexe qui est la résultante d’une multiplicité de facteurs potentiellement à son origine, qui lui sont favorables et/ou qui l’orientent. Malgré plusieurs travaux étudiant ces divers facteurs, il ne semblerait cependant qu’aucun d’entre eux ne se soit penché sur l’influence du genre dans un phénomène viral. L’enjeu du présent article est de démontrer, par la méthode expérimentale, la significativité de l’influence d’un tel effet sur les intentions de partage selon les genres. Nos premiers résultats permettent déjà de dégager une première tendance quant à l’hypothèse formulée : le genre ne semble avoir aucun effet significatif sur le phénomène viral.

International audience; This article comes back to our various works to present the data that helped to draw their conclusions (Roux, 2016, 2018, 2019). Our works have produced many data that we want to share with the scientific community, more specifically the information and communication sciences community, in order to let it use these in a heuristic way. These data have not revealed their full potential yet. Indeed, many of these have not been used yet.; Le présent article revient sur nos différents travaux pour présenter les données qui ont servi à en dresser les conclusions (Roux, 2016, 2018, 2019). Nos travaux ont produit de nombreuses données que nous souhaitons désormais partager et diffuser auprès de la communauté scientifique, en particulier celle des sciences de l’information et de la communication, afin qu’elle puisse les exploiter à des fins heuristiques. Ces données n’ont pas encore révélé leur plein potentiel, car nombre d’entre elles n’ont été que peu, voire pas du tout, exploitées.

International audience; The electoral campaigns of both Trump and Macron took place in a climate marked by accusations of “fake news”, manipulation of social media and personal attacks. Previous research has even shown that the same automated Twitter accounts were used to spread rumours to discredit both Hillary Clinton and later Emmanuel Macron, notably during the “Macron Leaks” scandal (Ferrara, 2017), which has led to accusations of orchestrated foreign infiltration in at least the French presidential campaign. Although it is difficult to distinguish (legitimate) foreign discussions of (rumours related to) French presidential candidates on Twitter on the one hand and intentional meddling in national politics on the other, it has been suggested that such foreign interference is becoming common practice worldwide (Woolley & Howard, 2017). Discussions on social networking sites (SNS) have become an important focus of political debate and are sometimes taken as a preliminary indicator of public opinion by mainstream media. Their manipulation involves the use of “social robots” (bots). “A social bot is a defined as “computer algorithm that automatically produces content and interacts with humans on social media, trying to emulate and possibly alter their behavior.” (Ferrara, Varol, Davis, Menczer, & Flammini, 2016, p. 96).Research in computer science has proposed various methods to detect social bots on Twitter (Clark et al., 2016; Danisch, Dugué, & Perez, 2014; Davis, Varol, Ferrara, Flammini, & Menczer, 2016; Dickerson, Kagan, & Subrahmanian, 2014; Edwards, Edwards, Spence, & Shelton, 2014). Although studies suggest that bots are in many cases still detectable in the field of political propaganda (Grimme, Preuss, Adam, & Trautmann, 2017), other research warns that these algorithms are becoming increasingly complex and able to replicate human behaviour through machine learning (Ferrara et al., 2016, p. 99). Social bots are now widely used in various contexts, including political communication, and notably during election campaigns (Woolley & Howard, 2016), especially on Twitter. Research has shown that social bots were used on Twitter during the 2016 US presidential election, for example to spread links to fake news websites (P. N. Howard, Bolsover, Kollanyi, Bradshaw, & Neudert, 2017), and have been estimated responsible for up to one fifth of campaign-related content produced in the lead-up to Trump’s victory (Bessi & Ferrara, 2016). They were also used in the 2017 French presidential elections (Ferrara, 2017; P. N. Howard, Bradshaw, Kollanyi, & Bolsolver, 2017a, 2017b), in the Brexit referendum campaign (P. Howard & Kollanyi, 2016), and in recent elections in Venezuela (Forelle, Howard, Monroy-Hernandez, & Savage, 2015) and Russia (Stukal, Sanovich, Bonneau, & Tucker, 2017), among many others. Bots can be used to diffuse or relay large quantities of positive or negative content pertaining to a candidate or political movement, spread rumours or links to “junk news” or “fake news” websites, though some research suggests that their impact on human interactions may remain limited (Murthy et al., 2016). Bots are also used to create automated followers or politicians’ or parties’ accounts, another common practice in US , French (Boyadjian, 2015) and other elections. Finally, discussions on SNS during election campaigns include messages generated by news bots, which may affect the information being spread, even when not having been intentionally programmed to favour one candidate or another (Lokot & Diakopoulos, 2016). This contribution aims to further research into this new dimension of electronic electioneering, which requires interdisciplinary approaches. Based on a study involving research teams in both communication science and computer science, working from a corpus of approximately 50M election-related tweets collected over five weeks in April and May 2017, and in the light of previous research into the “Macron Leaks” scandal (Ferrara, 2017) and use of campaign-bots in the US presidential elections (Bessi & Ferrara, 2016), it will (i) identify the presence of likely social bots on Twitter during the French presidential elections, and (ii) measure and analyse their activity pertaining to the two candidates between the first and second rounds of the election. References:Bessi, A., & Ferrara, E. (2016). Social Bots Distort the 2016 US Presidential Election Online Discussion (SSRN Scholarly Paper No. ID 2982233). Rochester, NY: Social Science Research Network. Boyadjian, J. (2015). Les usages frontistes du web. In S. Crépon, A. Dézé, & N. Mayer (Eds.), Les faux-semblants du Front national (pp. 141–160). Presses de Sciences Po (P.F.N.S.P.). Clark, E. M., Williams, J. R., Jones, C. A., Galbraith, R. A., Danforth, C. M., & Dodds, P. S. (2016). Sifting robotic from organic text: A natural language approach for detecting automation on Twitter. Journal of Computational Science, 16, 1–7. Danisch, M., Dugué, N., & Perez, A. (2014). Prendre en compte le capitalisme social dans la mesure de l’influence sur Twitter. In Modèles et Analyses Réseau: Approches Mathématiques et Informatiques, MARAMI 2014.Davis, C. A., Varol, O., Ferrara, E., Flammini, A., & Menczer, F. (2016). BotOrNot: A System to Evaluate Social Bots. In Proceedings of the 25th International Conference Companion on World Wide Web (pp. 273–274). Republic and Canton of Geneva, Switzerland: International World Wide Web Conferences Steering Committee. Dickerson, J. P., Kagan, V., & Subrahmanian, V. S. (2014). Using sentiment to detect bots on Twitter: Are humans more opinionated than bots? In 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2014) (pp. 620–627). Edwards, C., Edwards, A., Spence, P. R., & Shelton, A. K. (2014). Is that a bot running the social media feed? Testing the differences in perceptions of communication quality for a human agent and a bot agent on Twitter. Computers in Human Behavior, 33, 372–376. Ferrara, E. (2017). Disinformation and social bot operations in the run up to the 2017 French presidential election. First Monday, 22(8), 33.Ferrara, E., Varol, O., Davis, C., Menczer, F., & Flammini, A. (2016). The rise of social bots. Communications of the ACM, 59(7), 96–104. Forelle, M., Howard, P., Monroy-Hernandez, A., & Savage, S. (2015). Political Bots and the Manipulation of Public Opinion in Venezuela. Rochester, NY: Social Science Research Network. Grimme, C., Preuss, M., Adam, L., & Trautmann, H. (2017). Social Bots: Human-Like by Means of Human Control? Big Data, 5(4), 279–293. Howard, P., & Kollanyi, B. (2016). Bots, #Strongerin, and #Brexit: Computational Propaganda During the UK-EU Referendum. Rochester, NY: Social Science Research Network. Howard, P. N., Bolsover, G., Kollanyi, B., Bradshaw, S., & Neudert, L.-M. (2017). Junk News and Bots during the US Election: What Were Michigan Voters Sharing Over Twitter? Data Memo 2017.1. Oxford, UK: Project on Computational Propaganda. Howard, P. N., Bradshaw, S., Kollanyi, B., & Bolsolver, G. (2017a). Junk News and Bots during the French Presidential Election: What Are French Voters Sharing Over Twitter In Round Two? (COMPROP DATA MEMO No. 2017.4) (p. 5). Oxford: Oxford Internet Institute.Howard, P. N., Bradshaw, S., Kollanyi, B., & Bolsolver, G. (2017b). Junk News and Bots during the French Presidential Election: What Are French Voters Sharing Over Twitter In Round Two? (COMPROP DATA MEMO No. 2017.3) (p. 5). Oxford: Oxford Internet Institute.Lokot, T., & Diakopoulos, N. (2016). News Bots. Digital Journalism, 4(6), 682–699. Murthy, D., Powell, A. B., Tinati, R., Anstead, N., Carr, L., Halford, S. J., & Weal, M. (2016). Bots and political influence: a sociotechnical investigation of social network capital. International Journal of Communication, 10, 20.Stukal, D., Sanovich, S., Bonneau, R., & Tucker, J. A. (2017). Detecting Bots on Russian Political Twitter. Big Data, 5(4), 310–324. Woolley, S. C., & Howard, P. N. (2016). Automation, Algorithms, and Politics: Political Communication, Computational Propaganda, and Autonomous Agents — Introduction. International Journal of Communication, 10(0), 9.Woolley, S. C., & Howard, P. N. (2017). Computational propaganda worldwide: Executive summary. Oxford: Oxford Internet Institute, University of Oxford.

En aquest treball ens proposem analitzar la Viralitat des de diversos punts de vista, i analitzar les seves implicacions i conseqüències en la comunicació que es dóna a les xarxes socials, en la creació d'una nova manera d'entendre la transmissió d'informació a plataformes d'Internet com YouTube. In our study we propose to analyze the virality effect from a different points of view, and try to figure out the consequences of communication that is on social networks, and in the new information that is performed in Internet sites as YouTube. En este trabajo nos proponemos analizar la Viralitat desde varios puntos de vista, y analizar sus implicaciones y consecuencias en la comunicación que se da en las redes sociales, en la creación de una nueva manera de entender la transmisión de información a plataformas de Internet como YouTube.

Our thesis examines the notion of viral communication in digital social spaces both in general and when applied to online video advertisement. Our research revealed a lack of clarity and coherence in its definition and meaning (Beauvisage et al., 2011) that necessited an effort of standardization before planning to pursue our work. Furthermore, our literature review pointed out the complexity of the viral phenomenon and its comprehension. This complexity is due to the number and different factors originating the viral phenomenon (Beauvisage et al., 2011).In order to highlight one of those factors, we make the first hypothesis that the variations in the quality of the definition (high or standard) of a video have an effect over the evaluation of the video (H1). Corollary, we think that the quality of the definition affects this video sharings (H2). More precisely, we think that a video will be more shared if it is watched in high definition rather than in standard definition. In order to meet those hypotheses, we opted for an experimental approach.; Notre thèse interroge la notion de communication virale dans les espaces socionumériques de manière générale et plus particulièrement lorsque ce phénomène s’applique aux vidéos publicitaires en ligne. Nos recherches ont révélé un manque évident de clarté et de cohérence au niveau de sa définition et de son acception (Beauvisage et al., 2011) qu’il a fallu corriger par un travail d’harmonisation avant d’envisager la suite de nos travaux. De plus, notre revue de littérature a mis en avant la complexité du phénomène viral et de son appréhension ; complexité nourrie par le nombre et la nature des facteurs à son origine (Beauvisage et al., 2011). Afin de mettre en avant un de ces facteurs, nous émettons pour première hypothèse que les variations de qualité de la définition (haute ou standard) d’une vidéo influencent l’appréciation de la vidéo (H1). Par corollaire, nous pensons que le partage de cette vidéo est affecté par la qualité de la définition (H2). Plus précisément, nous pensons qu’une même vidéo sera plus partagée si elle est visionnée en haute définition plutôt qu’en définition standard. Pour répondre à ces hypothèses nous avons opté pour une approche expérimentale.

Last spring the Internet played a crucial role in the rectorial elections of the University of Vigo. Blogs and social networks ceased being simple platforms to advertise candidates’ campaign proposals and became authentic means of expression in themselves. Two candidates took part in a fierce battle 2.0 in which they used the codes of the Internet to develop controversial viral campaigns, to spread all kinds of rumours, and to try to control the Internet, whose use in university election campaigns was unprecedented. This article presents the results of a comparative analysis of the online communication strategies used by both candidates in order to better understand the new use of online communication.

Viral communication method is shown to be useful for spreading messages in social media. However, only few studies have investigated how public organizations use this method successfully to promote their works in social media. To fill this gap, a qualitative analysis on data from observations and interviews has been conducted. The purpose of this study is to answer a research question: how can a government succeed in promoting their works in social media by using viral communication method? The results found several processes and factors that support the fruitfulness from three perspectives: the messenger, the message and the environment. Moreover, it is pointed out that the most important process is creating memorable messages. Therefore, this study proposes essential characteristics of memorable contents.

Made available in DSpace on 2016-10-13T14:10:39Z (GMT). No. of bitstreams: 1 Matheus Matsuda Marangoni.pdf: 4833409 bytes, checksum: df69910f0f497433c878820a10bd3586 (MD5) Previous issue date: 2012-03-23 YouTube is currently configured as a platform to launch the so-called viral marketing, among other uses. This piece of research investigates the development of actions designed as entertainment and advertising produced to generate content that spread like virus over the Internet. Considering that the phenomenon of viralization necessarily implies a certain amount of unpredictability, this study analises successful campaigns such as Pôneis Malditos, VW The Force and Sem Papel examining their production strategies and the logics of reception and consumption. In the intercross between production and reception that is typical of this type of communication in the digital environment, we find developments in the form of spoofs, quotes and other related productions whose development was monitors. We hoped that study can contribute to furthering our understanding of this type of action in the current media scene. O YouTube configura-se atualmente como plataforma para lançamentos da chamada comunicação viral, dentre outros usos. Esta pesquisa investigou o desenvolvimento de ações publicitárias concebidas como entretenimento e produzidas de modo a gerar conteúdos que possam ser viralizados na internet. Tendo em vista que o fenômeno da viralização implica necessariamente em certa dose de imprevisibilidade, parte-se do estudo de campanhas bem sucedidas como Pôneis Malditos, VW The Force e Sem Papel do Banco Itaú, examinando suas estratégias de produção e lógicas de recepção e consumo. No intercruzamento entre produção e recepção que é característico desse tipo de comunicação no ambiente digital, encontramos desdobramentos na forma de paródias, citações e outras produções conexas cujo desenvolvimento a pesquisa monitorou. Espera-se que este estudo possa contribuir para ampliar nossa compreensão dessa modalidade de ação na cena midiática atual.

Title: Digital christmas greetings - the viral communicators, public sphere and democracy(Digitala julhälsningar - de virala kommuniktörerna, offentligheten och demokratin)Number of pages: 41Author : Anna-Sara TorgnysdotterTutor: Ylva EkströmCourse : Media and Communication Studies DPeriod: Spring, semester 2010University: Devision of Media and Communications, Department of Information Science,Uppsala UniversityPurpose: The purpose of this study is to see if social media could be an arena for the usersto increase democracy and the public sphere. Studying the role and possibilitys of the individual.Is there a space for any one to act and debate?Method: A qualitative analysis based on interviews with ten users of social media - viralcommunicators. They were discussing public and private sphere, democracy, norms andbehavior in social media.Theoretical platform: The theoretical basis has its roots in sociology: Ervin Goffman´sidea on self-presentation and social interaction, Manuel Castels´ theories of the networksociety and Jürgen Habermas idea of the public spehere.Main result: The viral communicators are ambivalent in their use of socialmedia. They are users because they want to be but also because they feel forced to - professionalor private. Their primary aim in communicating in social media could summarize“self-expression”.The users of social media talks contradictivly about their feelings wheter they feel safe orunsafe in the social media situation.They talk about lacking time to debate on the internet and they feel confused about what´sprivate and whats public.Social norms and unwritten laws rules communication in social media and the loosening inpublic and private sphere creates confusion about to whom and where you communicate.This results in avoiding messages that might offend or harass. Because the viral communicatorscommunicate with a broad group of people, including every one - from your cousin toyour boss - there is a vague idea of the tolerance from the target audiences and therefor themessages tend to be very conservative and safe.The viral communicator uses that public arena the social media offers like traditional postcards. A christmas greeting to keep in touch and stress their prosperity and wellbeing.Keywords : Social media, viral communication, Habermas, Goffman, Castells, publicsphere, private sphere, social norms, unwritten laws

Este artículo tiene como principal objetivo realizar una aproximación teórica de la comunicación viral con fines publicitarios. Por este motivo se hace necesario no sólo profundizar en sus orígenes sociales sino también, comprender fenómenos paralelos como las redes sociales como Youtube, que han puesto de manifiesto la debilidad de la comunicación masiva como consecuencia del poder adquirido por los usuarios. Del mismo modo, la utilización de las nuevas tecnologías ha permitido potenciar la profesionalización de esta técnica publicitaria, anteriormente utilizada de forma pasiva. A pesar de la importancia de la tecnología en el desarrollo de la comunicación viral, en este artículo se demostrará que la creatividad será crucial para su correcta utilización. Con el fin de legitimar esta teoría se analizarán los principales tópicos creativos utilizados por las campañas virales más célebres, tanto en el ámbito nacional como internacional. This paper must like main objective make a theoretical approach of the viral communication with advertising aims. For this reason, it is made necessary not only to also deepen in its social origins but, including parallel phenomena like blogs and the social networks like Youtube, that have shown the weakness of the massive communication as a result of the power acquired by the users. In the same way, the use of the new technologies has allowed to harness the professionalization of this advertising technique, previously used of passive way. In spite of the importance of the technology in the development of the viral communication, in this article will demonstrate that the creativity will be crucial for its correct use. With the purpose of legitimizing this theory it will be analyzed the main creative topics used by the more famous viral campaigns, as much in the national scope as international