«Media viruses spread through the datasphere the same way biological ones spread through the body or a community. But instead of traveling along an organic circulatory system, a media virus travels through the networks of the mediascape. The ‘protein shell’ of a media virus might be an event, invention, technology, system of thought, musical riff, visual image, scientific theory, sex scandal, clothing style, or even a pop hero—as long as it can catch our attention. Any one of these media virus shells will search out the receptive nooks and crannies in popular culture and stick on anywhere it is noticed. Once attached, the virus injects its more hidden agendas into the datastream in the form of ideological code—not genes but a conceptual equivalent we now call ‘memes.’ Like real genetic material, these memes infiltrate the way we do business, educate ourselves, interact with one another—even the way we perceive ‘reality.’
Douglas Rushkoff, Media Virus! Hidden Agendas in Popular Culture (NY: Ballantine Books, 1994) pp. 9-10.
Process Reel Music: Tigre de Leche
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