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Viral videos provide a shared experience in a fragmented media landscape. They become the "watercooler moments" of the 21st century, giving people across the globe a common topic to debate.

The Ecology of Attention: How Viral Videos Shape and Are Shaped by Social Media Discussion masala mms scandal videos full

A dance trend? Fine. A 7-second clip taken out of context that starts a riot? Dangerous. Viral videos provide a shared experience in a

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The emergence of AI-generated video (deepfakes) introduces a new pathology. A video of a CEO saying his company is bankrupt, or a politician accepting a bribe, could be entirely synthetic. The discussion would then be about the video’s authenticity, not its content. Platforms lack the capacity to adjudicate this at scale, leading to a “liar’s dividend” where real perpetrators claim their video is a deepfake.

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