Non au “viral”, oui à la “diffusabilité”
Un excellent article pour mettre fin à cet ignoble mot, hélas beaucoup trop employé à tort et à travers : viral.
Il propose “spreadable” en alternative, ce qui se traduit en français par “diffusabilité”.
They also went after the notion of “viral” with its biological language of infection. When something spreads virally — take, for example, the flu — people receive the virus without realizing (and sometimes never even manifesting) it. They pass it on to others without any effort — indeed, if they realize they have it, they have to put effort into NOT spreading it. From a marketers perspective, if you can engineer the perfect “viral” campaign, the people will be powerless to resist. They’ll be diffusing your ideas before they know what hit them.
This creates an illusion of control — a viral campaign will work if we design it right — and therefore feeds into what I see as a dying model of media control in which the big content providers get to manage everything from the top down (see “stickiness” above).
Inutile de dire que je cautionne.
