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.”