A video, a post, a photo, a meme, a phrase or a song can suddenly turn into a craze, spread out into the world and quickly colonise computers, smartphones, television, newspapers, our attention and even our minds. Why do certain ideas circulate more widely than others? What makes an image or a cultural product more or less viral? The book helps to understand the mechanisms that govern the reproduction and the transmission of ideas, ensuring their propagation and success or, alternatively, sanctioning their failure.
Emanuele Arielli teaches at the University Institute of Architecture in Venice.
Paolo Bottazzini is the co-founder of Pquod and SocialGraph, firms specialised in web communication and data analysis.