This week’s topic is about the nature of ‘apps’ and how media and communication have evolved with the progress of this technology. 

Multiplicity (Gilles Delueze) revolves around the idea of the “coming together of new things.” 
Applications encompass both technical and social multiplicity. This is reflective of media platforms and
applications. Take Facebook for example, Facebook as a social media platform brings together experiences, the physical world at large, human relations and computing. It is important to note that multiplicity has always existed, but now technology is making the events involved faster, more diverse and more complex (so we have to help society update some of its models for how things work to catch up). 

Another element of this week’s topic is viral videos. The more things affect each other in media and communication networks, the more they go viral (Munster). For example, we see YouTube videos go viral everyday. For example, the David After Dentist video on YouTube has 124 million views to date. The video is pretty much, a boy being very unsure of himself after he goes to the dentist (probably because of the anaesthetic). Videos go viral because they capture singular events of everyday without being too easily defined. This dentist video, is a reflection of an everyday situation with a little boy coming back from the dentist however is enhanced through humour and ‘cuteness’. This is why these videos go viral; the vitality affects are contagious and motivates sharing across the network.