Why Videos Go Viral
Allocca says that an unexpected and unique video catches an audience’s attention. Tastemakers put that video out to the general public so it becomes highly visible (i.e. it appears on The Jimmy Kimmel Show), and then communities interact with the video by spreading the word, making commentary, and creating remixes.
According to Allocca, this is the beginning of “… a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity.”