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Wired: Why Instagram’s world record egg is the last of a dying breed

Journalism and Mass Communication 30 January 2019

Dr Anastasia Denisova, Lecturer in Journalism in the College of Design, Creative and Digital Industries, commented on an article from Wired discussing Instagram’s new world-record photo of an egg.

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.”

Read the full article on Wired here.

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