There is no magic formula when it comes to creating memes or making "viral" content. There are certainly ways to stack the deck: content that is humorous, incongruous, and/or part of the zeitgeist is likely to be spread through social networks more often than, say, a boring interview or advert. In looking at the top memes of the past several years, there are few discernible patterns that can be pulled out: some, like LOLCats, have become part of the meme canon; others, like Pepper Spray Cop, became instant phenomena and faded away just as quickly.
Ultimately, memes spread because on some level, they resonate with their audience: people share content that is meaningful to them in one way or another. When it comes to the most popular memes, that underlying meaning often differs across a variety of audiences. In his explanation of Susan Boyle's overnight success and transformation into a meme, Professor Henry Jenkins of USC Annenberg said: "There's no need to identify a single cause for why people spread this content. Different people spread this content for different reasons."
When it comes to Ferdowsi, the reasons why he has struck a chord seem to fall under one of three headings. One is that he is a "hot nerd". A majority of the tweets and coverage featuring Ferdowsi comment on his appearance, or women's reactions to his status as a "sexy scientist", including a plethora of marriage proposals.
Second, there has been a large response from the Persian community. Ferdowsi is of Persian descent, and many Persians and Persian-Americans have tweeted about him, saying how proud they are that he represents their community, providing a positive image of Iranian-Americans.
The third element of the Nasa Mohawk Guy meme that contributes to its popularity is that it provides a framework for cultural commentary and content creation. Ferdowsi's look has provided people with a distinctive and widely recognised image, and the various elements that have resonated with different groups – his attractiveness, his uniqueness – have come to represent certain values. By remixing existing images or creating new ones, Nasa Mohawk Guy provides an alternative medium for discussing societal issues, such as the importance of scientific research in American culture, or that an attractive scientist has gotten more media hype than the mission he was working on.
by Kate Miltner, The Guardian | Read more:
