For as long as digital culture has existed, “going viral” has been the ultimate prize. But ironically, the relentless pursuit of virality may be stifling our creativity rather than fuelling it.

https://www.jstor.org/stable/10.5749/j.ctttsp1n https://www.jstor.org/stable/10.5749/j.ctttsp1n.3 Before laying down the initial groundwork for the theoretical ...