如果一件事在很短的时间内就在互联网上吸引了许多人的关注，我们就可以说它已经火了 “gone viral”。研究显示，这些能在短时间内快速传播的内容通常能够让我们感受到情绪上的冲击。比如，能让我们开怀大笑或者啧啧称奇，从而促使我们和他人分享这些内容。其他因素，比如时机和流行趋势，也对一件事在互联网上的传播速度有一定的影响。本期节目探讨能让一件事在互联网上火起来的各种因素。

词汇：social media 社交媒体

What do these three things have in common: a grumpy baby, Harry Potter puppets singing, and a challenge where you pour a bucket of icy water over your head? The answer – they have all 'gone viral'.

The world is becoming more and more digital, and we can't stop it. While growing up, instead of wanting to be a doctor or a teacher, some now aspire to be an influencer or content creator, maybe in the hope of suddenly capturing widespread attention. It's generally agreed that if your content reaches over 1 million views in a week or less, you have 'gone viral'. So, how does virality happen?

The marketing tech company Unruly analysed over 400 billion videos and found that emotional connections, like humour and shock value, resonate the most strongly. These emotional elements drive us to share that content with others, and the more shares we have, the more seen that content will be. We should also think about why people want to share content in the first place. Dr Jonah Berger, a Marketing Professor at the Wharton School, says "Sharing allows us to feel connected to others. We share emotions, which allow us to deepen the bonds we have with our peers and with our friends". So, while we may be behind a screen, we're still online because we want to connect and communicate with others, and going viral is driven by organic sharing, just like word of mouth but in a digital sense.

Though there are other things to consider. Datadab, a marketing agency, says that our brains are wired to enjoy and recognise patterns, which they say is why internet memes often go viral. If we are already familiar with a theme, like a recognisable image on a meme, then it doesn't take long for us to understand the context of a new caption, which our brain enjoys and makes us more likely to share it.

Timeliness and relevance are also crucial. Content that is relatable, or that aligns with current trends, captures more interest and encourages more sharing. So, combine all of these factors and you could have content that goes viral.

词汇表

go viral 在社交媒体上迅速走红
digital 数字化的
influencer 有影响力的人
content creator 内容创作者
widespread 普遍的，广泛的
reach 达到
virality （视频、图片等）通过网络迅速传播的
势头
shock value 冲击性，震撼性
element 因素
share 分享，转发
bond 纽带，联系
peer 同龄人；相同处境、阅历的人
organic 自发的，自然发生的
word of mouth 口碑，通过口头传播的信息或评价
meme 模因，在网络上不断传播的图片等内容
caption （图片的）说明文字
timeliness 时效性
relevance 相关性
relatable 能让人与之有关联的，能让人产生共鸣的
trend 流行趋势

测验与练习

1. 阅读课文并回答问题。

1. According to this article, what jobs do some people aspire to do now?

2. True or False? Having one million views makes your content 'viral'.

3. What did Unruly find out about emotional connections and virality?

4. Why do people share content, according to Dr Berger?

5. Why do memes often go viral?

2. 选择意思恰当的单词或词组来完成下列句子。

1. I prefer seeing people my age in videos. It makes content more _______.

digital widespread organic relatable

2. The _______ Harry has with his guide dog is very special.

influencer bond meme peer

3. Wow. My video has _______ over 20 thousand views!

reached went viral trended shared

4. Safety is a crucial _______ in this project.

timeliness element content virality

5. This company grew through _______. They didn't pay for marketing.

word of mouth screen context caption

答案

1. 阅读课文并回答问题。

1. According to this article, what jobs do some people aspire to do now?

Instead of wanting to be a doctor or a teacher, some now aspire to be an influencer or content creator .

2. True or False? Having one million views makes your content 'viral'.

False. If your content reaches over 1 million views in a week or less, you have 'gone viral'.

3. What did Unruly find out about emotional connections and virality?

Unruly found that emotional connections, like humour and shock value resonate the most strongly.

4. Why do people share content, according to Dr Berger?

He says, "Sharing allows us to feel connected to others. We share emotions, which allow us to deepen the bonds we have with our peers and with our friends".

5. Why do memes often go viral?

Because our brains are wired to enjoy and recognise patterns, which memes have.

2. 选择意思恰当的单词或词组来完成下列句子。

1. I prefer seeing people my age in videos. It makes content more relatable.

2. The bond Harry has with his guide dog is very special.

3. Wow. My video has reached over 20 thousand views!

4. Safety is a crucial element in this project.

5. This company grew through word of mouth. They didn't pay for marketing.