I want to dedicate my posts to what I define “Viral Storytelling” – I wish to talk about narrative, its inherent characteristics and what makes it work and thrive. Storytelling is not only about books: a tale is told in every form of human communication, be it music, or literature, art, drama, cinema, videogames, advertising, history or economy.

The common meaning of “going viral” refers to the quick and unpredictable buzz capable of disseminating content in an uncontrolled and “epidemic” manner, also through multiple new versions of the original content adding momentum to the tidal wave of diffusion, which is bound to rise and fall.

There is, however, another way in which I consider the “virality” of an idea. There are some works of art which are capable of drawing a line: there is a “before”, and there is an “after”. Some content sticks to you for life, changes your entire Weltanschauung and there is nothing you can do about it. You have been infected, and these ideas are subtly perhaps even more viral than those leading to quick outbursts, because these are not a wild fire. These are flames that can lay low beneath the ashes for years, for centuries, before bursting again on the scenes. Think of Van Gogh, think of Nietzsche – tormented and obscure in life, time has recognized the genius of their work or even misinterpreted them to extreme consequences.

Please consider my posts as a tribute to the artworks I will consider.

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