Virality

A new theory of viral relationality beyond the biological “Impressive and ambitious, Virality offers a new theory of the viral as a sociological event.” - Brian Rotman, Ohio State University “Tarde and Deleuze come beautifully together in this outstanding book, the first to really put forward a serious alternative to neo-Darwinian theories of virality, contagion, and memetics. A thrilling read that bears enduring consequences for our understanding of network cultures. Unmissable.” – Tiziana Terranova, author of Network Culture In this thought-provoking work, Tony D. Sampson presents a contagion theory fit for the age of networks. Unlike memes and microbial contagions, Virality does not limit itself to biological analogies and medical metaphors. It instead points toward a theory of contagious assemblages, events, and affects. For Sampson, contagion is not necessarily a positive or negative force of encounter; it is the way society comes together and relates. Sampson argues that a biological understanding of contagion has been universally distributed by way of the rhetoric of fear used in the antivirus industry and other popular discourses surrounding network culture. This understanding is also detectable in concerns over too much connectivity, including problems of global financial crisis and terrorism. Sampson’s “virality” is as universal as that of the biological meme and microbe, but is not understood through representational thinking expressed in metaphors and analogies. Rather, Sampson leads us to understand contagion theory through the social relationalities first established in Gabriel Tarde’s microsociology and subsequently recognized in Gilles Deleuze’s ontological worldview. According to Sampson, the reliance on representational thinking to explain the social behavior of networking—including that engaged in by nonhumans such as computers—allows language to over-categorize and limit analysis by imposing identities, oppositions, and resemblances on contagious phenomena. It is the power of these categories that impinges on social and cultural domains. Assemblage theory, on the other hand, is all about relationality and encounter, helping us to understand the viral as a positively sociological event, building from the molecular outward, long before it becomes biological.