“Spread or die”. Online Virality as a Transmedia Phenomenon
Memes (Kaplan and Nova, 2016; McGrath, 2019), gifs (Eppink, 2014), buzz on the Web and social networks are inherent to digital cultures since the very first steps of the Web (i.e., Dancing babies, Hamster Dance). Virality has developed and changed over time through several platforms (YouTube, 4Chan, Twitter, TikTok, etc.), while relying on some patterns identified by Shifman (2014), Milner (2018), Jenkins (2009) and others. Historicizing virality through times, spaces and platforms is at the heart of the Hivi project1 (https://hivi.uni.lu).