Viral Marketing and the Changing Media Landscape


We have all witnessed the invasion of advertising in the media, online, and in our everyday lives. Media analysts the world over have tackled what the PBS documentary The Persuaders describes as “the seamless integration of merchandise and narrative,” also known as Viral Marketing.


Moving beyond the traditional 30-second commercial to more sophisticated forms like branded films, webisodes, and vlogs, the Internet allows for increasingly blurred boundaries between art and advertising.  How do we navigate through this sea of advertising without a common vocabulary to discuss it? What are the cultural implications of changing how we communicate through media? This workshop will give you and your students the skills, tools, and experience of analyzing and deconstructing cutting-edge advertising techniques. Design your own promotional campaign, and become fluent in the language of Viral Marketing.


1.  Acquire knowledge of the historic progression to, and current context of, viral marketing.
2.  Exercise the ability to analyze and produce mixed-media advertising campaigns.
3.  Gain assessment skills necessary for evaluating the strategies of branding and commercial art.

[Media Literacy Workshops designed by Liz Schulze, Mitchell Stookey + Wendy Chen]