By definition, hype is never a surprise, an accident. In fact, we know when something has gone “viral” precisely because it hasn’t been hyped in advance; its spread is unexpected. Why something like Rebecca Black’s “Friday” caught on is a legitimate question, the birth of meme-ology. Something like Lena Dunham’s HBO show Girls is another matter. It is not a meme. It can only be understood within the context of its preparatory promotion. As Powers argues, “Hype is a state of anticipation generated through the circulation of promotion, resulting in a crisis of value.” The crisis of value is in part aesthetic — the intensity of hype implies the thing in question can’t stand on its own and can’t attract its own audience.
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By definition, hype is never a surprise, an accident. In fact, we know when something has gone “viral” precisely because it hasn’t been hyped in advance; its spread is unexpected. Why something like Rebecca Black’s “Friday” caught on is a legitimate question, the birth of meme-ology. Something like Lena Dunham’s HBO show Girls is another matter. It is not a meme. It can only be understood within the context of its preparatory promotion. As Powers argues, “Hype is a state of anticipation generated through the circulation of promotion, resulting in a crisis of value.” The crisis of value is in part aesthetic — the intensity of hype implies the thing in question can’t stand on its own and can’t attract its own audience.

Read More.

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    As much as hro sucks, a part of me still enjoys it for self-consciously embodying the “emptiness” of hype, as I like to...
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    good article.
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    I think sometimes people forget that a lot of stuff is still just advertising. If it’s made by a major corporation it’s...
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