The influence of viral videos

To be known across the world usually meant good fortune, not long ago. But with the increase of viral videos online, it can be a blessing or a curse.

Atlanta’s Larry Platt gained instant celebrity of the fortunate sort when video of his “Pants on the Ground” audition on “American Idol” went viral on YouTube in January.

But the family of trainer Dawn Brancheau says public release of video showing her death by a killer whale at SeaWorld Orlando will only increase their pain. They went to court last week to fight release of photo images and video from the February tragedy.

If released, the video would likely find a home on YouTube.

Carol Floyd of Forest Park said she was devastated after seeing video of an SUV running her down as she walked across an intersection on March 19, but she believes its release may help find the driver. The hit-and-run was captured on a police dash cam and soon made the rounds in national news. It’s now on YouTube and a Los Angeles film company has tried to contact Floyd.

“It’s harder seeing the video,” Floyd said. Her injuries include bruising and an infection.

“It’s really traumatic. I was like, ‘Oh God, what is [the driver] doing?’ It’s going to be a different story when I have to be out walking and crossing that street again,” she said.

The driver of the Grand Jeep Cherokee that hit Floyd was immediately pulled over by Forest Park police, but she drove off when the officer turned away. Floyd believes someone should recognize the SUV in the video and identify the driver.

While it's not always possible to predict what will make a video go viral, they usually fall into certain categories, according to Scott Shamp, director of The New Media Institute at the University of Georgia.

“Things that are controversial are certainly more likely to gain viral status,” Shamp said. “Things that are promiscuous have a greater opportunity. Humor is a big part of it.”

Viral videos are flipping mass communication on its head, he added, as consumers have taken control over what is distributed to the masses.

“We’re all connected," he said. "We all have the [ability] in our packets, palms, packs and purses to create these powerful new media messages on a moment’s notice.”

A perfect example he says is video of the shooting death of Iranian protester Neda Agha-Soltan during election protests in 2009. In February, the anonymous person who filmed her death won a journalism honor, The George Polk Award.

“That went viral in a heartbeat,” he said.

The person who filmed Neda is an anomaly. Most people who post videos can achieve a certain status from it, Shamp said.

Last month, Anthony Antoine, an HIV prevention counselor and an independent music artist, posted video of the Zeta Tau Alpha step dancing team’s victory performance during the Sprite Step Off Competition at the Georgia Dome. The video went viral as media reports spread that the all-white women’s team from the University of Arkansas was named co-winner in a traditionally African-American event.

“Because people are interested in the Sprite video, they ultimately subscribe to my [YouTube] page, visit my Web site, send me an e-mail, or go purchase a song that I have on iTunes,” Antoine said.