Gamified interaction and viral events on social media

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.