In the media
Wired: Why Instagram’s world record egg is the last of a dying breed
Journalism and Mass Communication 30 January 2019
The article explained that the photo’s success is a rare victory for a completely unpaid viral campaign on social media.
Dr Denisova, who researches internet memes, said: “This is a bit of an anti-celebrity revolt here – ‘look what we can do with a simple egg’.”
“It’s much more elegant – hence pleasant – to make something viral without a financial reward. Viral logic makes sense when we look at the gains and motivations of people who contribute to viral campaigns – they find something close to their heart in them.”
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