Contagious: Why Things Catch On by Jonah Berger

By Jonah Berger

New York Times bestseller

What makes issues popular?

If you acknowledged ads, reconsider. humans don’t hearken to ads, they hearken to their friends. yet why do humans discuss sure items and ideas greater than others? Why are a few tales and rumors extra infectious? And what makes on-line content material cross viral?

Wharton advertising and marketing professor Jonah Berger has spent the decade answering those questions. He’s studied why New York occasions articles make the paper’s personal so much E-mailed checklist, why items get be aware of mouth, and the way social impression shapes every little thing from the automobiles we purchase to the garments we put on to the names we provide our youngsters. during this e-book, Berger unearths the key technological know-how in the back of word-of-mouth and social transmission. realize how six easy ideas force every type of items to develop into contagious, from purchaser items and coverage tasks to place of work rumors and YouTube video clips.

Contagious combines groundbreaking learn with strong tales. learn the way a luxurious steakhouse stumbled on recognition during the lowly cheese-steak, why anti-drug ads may have truly elevated drug use, and why greater than 2 hundred million shoppers shared a video approximately one of many probably such a lot dull items there's: a blender. If you’ve puzzled why definite tales get shared, e-mails get forwarded, or movies pass viral, Contagious explains why, and indicates tips to leverage those ideas to craft contagious content material. This e-book presents a collection of particular, actionable strategies for supporting details spread—for designing messages, ads, and knowledge that individuals will proportion. no matter if you’re a supervisor at an enormous corporation, a small company proprietor attempting to enhance wisdom, a political candidate operating for workplace, or a future health legitimate attempting to get the observe out, Contagious will provide help to make your product or suggestion trap on.

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Extra info for Contagious: Why Things Catch On

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There is a widespread sense in the literature on news organisation as well as in the basic assumptions of journalistic training that news producers are able to provide the resources for public deliberation and act as an autonomous space by adhering to a critical sense of objectivity and neutrality. Schudson (2003), for example, maintains that despite a certain element of control and restriction from external forces, news professionals essentially operate with a genuine sense of their own autonomy which they are able to employ in the news production process.

It is arguably a fundamental prerequisite in the cosmopolitan vision that it is possible to understand the world ‘as a whole’, indeed to imagine the world as a ‘global polity’. GCS scholars are keen to emphasise how this process has been facilitated by developments in ICTs. Interestingly, the media is rarely dealt with as a distinctive operation, more or less absorbed into general observations of ICTs – and really technology at large – and just loosely referred to as having gone ‘global’ (Keane 2003; Anheier et al.

Glasius & Kaldor 2002: 11) It is important here not to overstate the extent to which advocates of GCS are looking to express the existence or desire for a single global identity based on common values (cf. Keane 2003), but there is an ‘Global Civil Society’ and the Media 23 overwhelming sense in the literature that the media, and the reality of global media events, do establish a new appreciation of the individual and his or her universal moral obligation, not only to achieve selffulfillment, but to go beyond that in the search for the ‘global common good’ (Ezzat 2005: 41).

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