Viral memes spread by tapping into emotions and social norms, making them easily shareable across networks. They draw upon cultural awareness and nonverbal cues, enhancing connection.
Dormant memes remain hidden due to social pressures, self-censorship, or conflict with dominant ideas. The 'spiral of silence' illustrates how minority opinions stay suppressed.
Reflecting on what we don't say can reveal important social boundaries. The tension between what ideas are shared versus those that remain suppressed highlights group dynamics.
The unpredictable nature of virality does not imply randomness; cultural information has measurable properties that dictate its spread across social networks.
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