A Research About The Internet Spread Of Viral Videos

With the function enforcement of internet video display platforms,"viral video" hasentered our daily lives. The emerging of these "viral videos" bring the audience freshnessand excitement, more importantly, it has been undermining the position of traditionalmedia in the field of information communication.However, as for regular audiences, the hidden definition of "viral video" is notapproachable for most of them. In most circumstances, the audiences are triggered by theirintuitions of involving into the spreading process of these "viral videos". Infected by the"virus", the audiences turn into spreaders from infectors of distributing these videos.The paper discusses the background information of "viral videos" in perspectives oftheories, techniques and cultures. Through content analysis of key elements attractingaudiences, the concept of "productive audiences" has been brought up to discover thebehavior patterns of the audiences. Therefore, the popularity reasons, audience affectionand platform features can be discussed through this procedure, as a reference for traditionalmedia to adapt into new media era.