"Through reuse, reworking and redistribution, spreadable media content ‘gains greater resonance in the culture, taking on new meanings, finding new audiences, attracting new markets, and generating new values" (Video Vortex). Viral videos spread and constantly change in their meaning and adaption. They create and manifest story lines for people to enact and be apart of. The video gains life and evolves through circulation on the internet.
Second life evolves in the same manor. In second life the users have the ability to expand and change their virtual world. Drax created a fictional detainment camp to promote awareness. He used second life to educate people and make them aware of how torture effects prisoners.
The world in second life constantly changes because of user participation. The users are key to its metaphoric capabilities. It evolves along with the people whom create it. Youtube and second life are constantly being rediscovered and changed. They both take on their own life.
Indeed, scholars at the forefront of YouTube
research argue that for those participants who actively contribute content and engage in
cultural conversation around online video, YouTube is in itself a social network site; 3 one in
which videos (rather than ‘friending’) are the primary medium of social connection between
participants
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