Researchers from the Concordia University have pierced the mystery of our addiction to animal content on the Internet. According to them, sharing these photos and videos creates what they call “digital emotional encounters”, that is to say moments when your heart melts in front of your screen. More surprisingly, these apparently trivial gestures work as affection in our social relations. potential partners to seduce them.
The extent of this digital trend is surprising. “The creation, consumption and circulation of animal photos have become a social phenomenon”notes Zeynep Arsel, professor in the marketing department of John Molson School of Business and co -author of the study, in a press release. “”It goes far beyond advertising for animal products “. In other words, finished the time when Medor only served to sell kibbles. Today, it generates likes, sharing and “awww” – a much more precious emotional currency than euros.
To understand this mechanics, the researchers analyzed in detail user behavior on Instagram. They interviewed content creators, animal pages managers and their subscribers, while analyzing their own digital behavior in front of their four -legged companions. This survey reveals a three -step process that transforms any animal into a networks star.
From the Selfie de Médor to the viral phenomenon
- First step: “Indexicalization”, which consists in transforming your animal into personal content. A touching hashtag, a small disguise or an affectionate legend is enough to emotionally load the image. This personalization infuses the master-animal relationship in its digital representation. Sharing this content with your loved ones then constitutes a form of modern “pebble”.
- Second step: “Re-industrialization”. When the content circulates in the social network, it is enriched with new meanings. Friends add their own references, creating a common language understandable only by the group. This step forges a parasocial relationship between the spectator and the animal. You really become attached to the neighbor’s cat without ever having seen it.
- Last step: The “decontextualization”. Content curators remove personal references to reach a wider audience. They replace intimate references with universal cultural winks, thus transforming a private photo into a viral meme which speaks to all.
This mechanism goes far beyond the animal world, underlines Zeynep Arsel. Photos of dishes that give mouth water, shots of cute children … The principle is the same. “This research has societal implications because it explains something that we do very often without asking questions,” she said.
Clear? Our small daily shares hide a finer social mechanics than it seems. Each video of viral kitten reveals our fundamental need to create a bond and express our emotions. The proof that even drowned in digital, we remain deeply social beings – who incidentally use memes of Corgis to communicate.