Gamified interaction and viral events on social media

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


On social media “going viral” is the ultimate measure of success. To spread rapidly in the network of social media platforms and technologies (Hansen, Arvidsson, Nielsen, Colleoni, & Etter, 2011) and to draw attention that enhances further spreading is of crucial importance. While some viral content has initiated large scale social movements with real-life significance, the majority of viral content are nonsensical pieces of entertainment (cf. Shifman, 2012). Whether virality is spreading a societal agenda or nonsense, it makes people quickly organize and contribute to collective interaction that we argue is gamified. Sometimes this organizing and interaction is about appropriating materials produced by others and using them for purposes of mockery and fun.
Original languageEnglish
Title of host publicationOrganizational Gamification : Theories and Practices of Ludified Work in Late Modernity
EditorsMikko Vesa
Number of pages18
Place of PublicationNew York
Publication date2021
ISBN (Print)978-0-367-32118-5
ISBN (Electronic)978-0-429-31672-2
Publication statusPublished - 2021
MoE publication typeA3 Book chapter

Publication series

NameRoutledge Studies in Management, Organizations and Society


  • 512 Business and Management

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Responsible organising


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