University of California From Virality to Memeticism Case Study Discussion


Question Description


Case Study: Double Rainbow

"Double Rainbow" is a viral video that was uploaded to Youtube in 2010. The video rapidly gained popularity due to its lighthearted content and captivating rhetor. Below is a link that briefly explains the origin of "Double Rainbow" (Links to an external site.)Links to an external site.

Now that you know a bit about the video, give it a watch!

After the video went viral, it became memetic. People began making their own interpretations, repackagings, and remixes of the video. One such remix came from a pair of young men who called themselves the Gregory Brothers, and who used a program called Autotune to make spoken words follow musical patterns. Maybe it's easier to show an example of this than to try to explain it. Here is their version of the video: The Double Rainbow song. Enjoy!

You probably laughed at that video. Why was it funny? Really, what made it funny?

What these brothers accomplished was a rhetorical shift: they altered aspects of the original rhetorical situation to produce a new effect. It's super important to note that rhetorical shifts can be intentional or accidental, and if that seems confusing, don't worry, we'll be looking at an unintentional rhetorical shift next week!

For now, let's think more about this particular rhetorical situation and connect it back to Shifman's viral framework. You might recall this framework includes the following aspects.

1. Ordinary People

2. Flawed Masculinity

3. Humor

4. Simplicity

5. Repetitiveness

6. Whimsical Content

Reply to this discussion post by examining how 2 of the 6 aspects of Shifman's framework appear in the "Double Rainbow" video. Write about 50 words on each aspect and explain how they affect your viewing experience.

Then, in 100-150 words, explain how the Gregory Brothers' repackaging of this video changes how we engage with the rhetorical situation! Do they emphasize or alter any of the 6 aspects above? Tell me about it.

Tutor Answer

School: UCLA

Find attached Kindly go through the work and let me know if you need anything rectified


(Double rainbow)
Student’s name
Institutional affiliations




From Virality to Memeticism
Shifman’s viral framework incorporates various aspects. All the elements appear
significant in the widely used art of memetics. Of the six worldly recognized structures discusse...

flag Report DMCA

Thank you! Reasonably priced given the quality not just of the tutors but the moderators too. They were helpful and accommodating given my needs.

Brown University

1271 Tutors

California Institute of Technology

2131 Tutors

Carnegie Mellon University

982 Tutors

Columbia University

1256 Tutors

Dartmouth University

2113 Tutors

Emory University

2279 Tutors

Harvard University

599 Tutors

Massachusetts Institute of Technology

2319 Tutors

New York University

1645 Tutors

Notre Dam University

1911 Tutors

Oklahoma University

2122 Tutors

Pennsylvania State University

932 Tutors

Princeton University

1211 Tutors

Stanford University

983 Tutors

University of California

1282 Tutors

Oxford University

123 Tutors

Yale University

2325 Tutors