Moreover, Berger stresses that word-of-mouth is much more effective than conventional advertising methods. The author primarily refers to the concepts of word-of-mouth and social transmission as mechanisms of making something popular. It can be put in an even simpler way: why did this video you recently watched online go viral?īerger argues that the reasons for things to be caught on should be addressed from the human perspective, not communication perspective. Seemingly simple, this phenomenon may turn out to be complex, as one tries to explain why one product catches on, while a different one does not, and why some ideas ignite thousands of people, while some pass unnoticed. One of the aspects of this transformation is how certain things are discussed more than other things. In the modern world, during the information age, as communication becomes more and more important for every aspect of individual lives as well as historical processes, there is a growing recognition of the need to study and pay special scholarly attention to how communication is transforming. Berger attempts to explore these mechanisms closer.
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