Elements of a Design Theory of Nano-Viral Messages: Lessons from #Solar Nanovirals
19 Pages Posted: 5 Feb 2020
Date Written: December 21, 2017
Abstract
Viral messages reach a large number of people at almost no cost. However, the majority of viral messages are based on shocking or entertaining content. Is it possible to make other kinds of content go viral, such as science and technology news? I use conceptual blending analysis to analyze five representative, very small messages about solar technology that went viral (nanovirals). I identify four distinct viral strategies, that vary according to number of belief systems used, and whether the viral message confirmed or contradicted central beliefs. Finally, I use information systems modeling to depict a common viral mechanism underlying the strategies. I conclude with a practical heuristic to guide the design of nanoviral messages.
Keywords: viral messages, design science, conceptual blending analysis, information systems modeling
Suggested Citation: Suggested Citation