Media Virus

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Book: Media Virus. Douglas Rushkoff.


From the author:

"Media Virus isn't about people being attacked by viruses; it's about how people can create and launch their *own* media viruses. Unfortunately, marketers tended to read the book more than radicals, and so it ended up becoming something called "viral marketing." And in this case, yeah, I suppose people are being subjected to something like viral attack. Except for the fact that the marketers are so very inept at what they do, it's more like flood of shit than carefully crafted viral assault.

The way to 'defend," as you put it, against media viruses is to be secure in own code and outlook. Things will always grab your attention if they're crafted well enough. Like an accident at the side of the road. The trick is the second part - is the code within that virus (like the DNA within a biological virus) - capable of confusing your own thoughts and intentions? You have to know who you are and what you want. Then, a piece of new information can be parsed and digested without throwing you totally off balance. You choose to interpolate the new idea or not to." (

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See also: Douglas Rushkoff's other book, Coercion