Genre Virus

The term "viral" derives from "virus". In other words, it implies something that spreads. This can be detrimental, such as the virality of COVID-19. However, it is not inherently negative; rather, when something is viral, it extends its reach beyond itself. When, for example, a meme "goes viral", it reaches a wide audience and resonates with a far greater number of people than simply the creator and their friends. 

One of early the points in the article ("Spreadable Genres") addresses social media and the internet's web in relation to the increased spread of genres. Hence the name of the article. There is both a greater broadening and specification of genres as a result the worldwide web's silk threads touching on more human life than has ever before been connected. At no point in history was a human being from Beijing able to communicate instantaneously with someone from Antarctica, or London, or even its neighboring cities!

In essence, there is far greater reach today than ever before, and while this has led to a great number of advancements and good, there are also major concerns that come with having the world at your fingertips. For example, imagine the mental toll of knowing your Instagram picture can reach a wide audience, but no one likes it. Or perhaps people do see your picture, and they cyberbully you because of it. 100 years ago, we wouldn't know about World War I's horror firsthand or until much later in print; now, we can see pictures and TikTok videos of Russia' assault on the Ukraine as soon as possible. 

Spreadable genres permit a far greater mental load on the individual. This can be mitigated to an extent. Simply spend less time on the internet. But in a day and age in which online access is fundamentally linked with daily life and modern society, it's not exactly easy or simple to just "log off". 

"Spreadable Genres" acknowledges negativity. However, there is also a focus specifically on the good that this virality of the genre can perform. I think it's a worthy subject of debate. It's true that widespread reach of information hurts us. It's also true that it can be used to serve greater, more positive purposes. Spreading awareness about violence towards women, to use the article's example, is absolutely a benefit of increased spread. 

Sometimes, when a virus infects someone, it doesn't do any harm or cause any symptoms. Rather, it often inoculates that person's white blood cells and greater immune system against further virus of similar make. See? There is positivity to be found in this type of virality, too.

-

Nish, Jennifer. Spreadable genres, multiple publics: The pixel project’s digital campaigns to stop violence against women. https://scholars.ttu.edu/en/publications/spreadable-genres-multiple-publics-the-pixel-projects-digital-cam-5