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An article discusses viral marketing and internet democracy published in mathrubhumi weekly , may 12, 2013

TRANSCRIPT

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E-Magazine

IqSu-al-t-dr-�„tbuG Iu-Sr-¥b-š-Œr-�„tbuG#-¥Z-f-Œr-�„tbuG "-[r-\r-¥e-f-Œr-�„tbuG a-il-bl-ó-Iy

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hq-k²-al-br er-d-br-cu-Œu-~ ]G-¹ral-ò-`q-ar #-×-]¶-Xr-]¶r« #-cG-`r-|u~u.

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al-ò-`q-ar #-×-]¶-Xr]¶o: #-»-Œr-du-¨ el-b-\ #-×-¥XltuG

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¥Il-]¶r- �d-^ošo Ps-e„ck!

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��et« al†|šrMo:

IjrbuG �IWrbuG

_r.Aho. _rar-\rXoEE��et« esUr¥blI�jbuG $Xc al†|šrMo <¨S|Ÿ�jbuG ]r�¨r ¥hl¥©fp ¥]lîuIy au„\rcbr�dŒW�a£r«_lip $S�]S« ¥eW�a~Xo_Z« al[pa�a~ \rdbr«$„t†�\šo ¥\crSu~ �ed½uerjrblWo. ''

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#«_G ]utŒrtŸr alhŸyaló¥a ¥e›re~u¨q. \rdelcŒr�„t IlcpŒr« "]ilhpIcalb er[G ]r~rdl�W~o era†f\¥ašuelŸrb $m #«_Œr�d NueSuIy �]lXu¥eZrbr« bu.A„. �hƈtr P\t« _l„ Ir aqWuG Ijr|jŒr« Ærho �KbrduG "\uIcr|u~Xo \au|o Il¥W›r ecrIbuG �NÂu.

AUr¥šltrb« \rbÔWŸju¨ ]ó¿Ìfpal[paŸjr«\r~uG <]¥bl¹l|y \br|u~

$„t†�\šr�dŒrb¥]¶ly #hvlZ\Œr�„t chXÔŒr\oA�lWo hG`erN�Xo? ‹mValbergbŸjr« \r~uG ��\argrI erIlc‹IS\Ÿjr¥d|oE¥]l]¶udlcršr'�b alšr ‹XrgørN�Xr\u ]r~r« A~uG er]Wrbu�S f¹alb $S�]SduIju›lbrˆu›o. �XlüqtuIju�S "ehl\G AG.Sr.er.buG a†¥Ul|rb„ al[paŸjuG Ìfpal[pa cGKŒo ìgμrN�Xu¥]l�d #hqórXalb $S�]S«. a†¥Ul|uG IqˆcuG Ìfpal[paŸ�j ‹l¥ZfrIe

18 alò-`q-ar #-×-]¶-Xr]¶o

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��e-t« al†-|-šr-Ÿr-�„t e†-Œ-al-\-Ild-Œo Dl‚-��d„ P-\l-[r-]-Xp-Œr-\o A-ó-Il-dG #-bu-h·u-›l-IuG? ��e-t« er]-W-\ X-Ô-Ÿ-�j-��l�|? ��e-t« es-Ur-¥bl, K-trd½ al†-|-šrMo, ��e-t« Xl-c-\r†-arXr, a-dbl-j hr-\r-a, K-~G ��î«, �Il-d-�e-tr Kl\G,"-¥a-cr-|„ cl-go-Ñs-beuG ��e-t« es-Ur-¥blbuG XuS-Ÿr ¥hlgp«�\-šo-e†|r« er-]-Wr-bu-�S ]uXr-b X-Ô-Ÿy A-��l-�|-�b-~oer-f-Id-\G �N-…u~u.

��et« al†|šrMo:

IjrbuG �IWrbuG

��h- (]l†-|o �P. hlMo)bu-�SK-~G ��î« es-Ur-¥bl-br«-\r~o

_r.Aho. _rar-\rXo

192013 �abo 12-- ¿ 18

��et« al†|šrMo: IjrbuG �IWrbuG

XoIcrN�o ]l§lXp <]¥`lK hGh¦lcŒr\o IqSuX« ‹NlcG \«Ir�b£r« "Xr¥\|ly Dcu ]SrIqSr IS~o <]¥bl¹l|�j��eIlcrIalbr I_jr]¶rN�o er]Wr/zl]rX XlXo]cpŸy DjrN�uISŒu~ E��et«' er]W\XÔalWo \eal[paalb $„t†�\šo $~o ]r�uScu~Xo.

"Su]¶au¨e†|rSbr« chIcalb "\u`eŸ¥jl IYI¥jl]£u�e|uI AXo haqiŒr«hm“ZG IlŒuhqkr|u~ IldlIldŸjlbr XuS†~u¥]lcu~ �a|l\rhalWo (SocialTransmission). "Ÿ�\blWo hm“Z hG`lgWŸju�S <¥]lXo]~�a~ \rdbr« \lˆtreuIjuGdLu^drXŸjuG ]cZqgWŸju�al�| ‹Ncr|�]¶ˆXo. altrb IldŒo �h«¥^l‚ auX« $„t†�\šr�d IqˆlÁIye�c $ŒcG �IlSu|« elŸduIy|u¨ <]l[rIjlbr altr.

��et« esUr¥blIy auX« Aho.AG.Aho. XalfIy e�c��IalšG �N…�]¶Su~Xo $¥XerIlc¥Œl�SblWo.

<]¥bl¹l|ju�S "`rcuNrI�j "Srzl\al|rbu¨ hv

bG ̀ cWhGer[l\ŸjlWo c›lG Xdaut $„t†�\šr�„t(�e_o 2.0) <Xo]~Ÿjlb ¥hlgp« �\šoe†|rMo ��hšuIju�SbuG ¥_½lKuIju�SbuG bqSpq_o¥]ldu¨ esUr¥bl �gbtrMo��hšuIju�Sbu�al�| auJp

#I†gIG. ¥ZfG, ̀ lg, "`rcuNrIy XuSŸrb LSIŸy IqSr]crKWrN�o IqSuX« ¥]† IlWu~ ¥]lîuIy|o au„KW\ÆaG \r§br|u~ �]lXu$SŸju�S her¥fgXIy Nrd ‹¥XpI <¨S|Ÿ�j IqSuX« ¥]cr¥d|o ‹Ncr]¶r|l„ IlcWalbr. Ad½l Xc|l†|uG Aju]¶Œr« a\h·rdlIu~, ašu¨e†|o ��Ialtl„ ¥‹cr]¶r|u~ djrXeuG ImXuIIceualb esUr¥blIjuG Ül^rI·uIjuG dLuh¥xfŸju�al�| "Ÿ�\ Ad½l ]ˆrIIjrduG #Zpzl\a]icrN�u. "Ÿ�\ "eÀo IqSuX« <]¥bl¹l|�j d`r|uIbuG es›uG "e ‹Ncr|uIbuG�NÂu. ��etduIju›lbXo $Ÿ�\blWo.

ISrƒl‚ ]rSrN�u¨ IuXrc]¶ut�Œ bló�b "\uh²cr]¶r|u~ "GKNd\ŸjlWo 2012Pqdlbr« ]utŒrtŸrb EK~G��î«' A~ Kl\Œr�„t IlX«. ¥hljr�d K~G Prd½br�d]uŒ„ ]W|l�c Ijrbl|u~ Kl\alWr�X~o a\h·rdlIW�a£r« KqKrjr�„t hilbG ¥eWG. �Iltrb„ ̀ lgbr�dDcu el|u¥]lduG a\h·rdl|rbd½ P\Ÿy $m esUr¥bl #hvZr|u~�X~o ep¹G. ]l§lXphGKs¥Xl]IcWŸju�S "IœSrbr« EDl]¶G K~G ��î«'(Oppan Gangnam style) A~o $SÀr�S #e†ŒrN�o ��hbuG IqˆcuG\SŒu~ E�e†Nv« IuXrc¥blˆ'alWo K~G ��îdr�\��etdl|rbXo. EK~G ��îdr'�„t NueSu]rSrN�o \r†arN�E�P„tr«al„' ]utŒrt|r c›uZrehG I»rƒo B‹r« 14¿\lWoDšZrehG �Il›o BšeuG IqSuX« ¥]† IlWu~ #Zp�Œ bqSpq_o esUr¥bl #braltrbXo.hlaqirIercuŠcu�S #`lh¥NgμI¥j�tbu�›£rduG�P„tr«al\rdq�S ��h es›uG��IbSr elŸr. "Ÿ�\ #cuatrblŒ �Iltrb„ Xalf]¶lˆuIlc�„t Xlc\r†arXr ]q†Œrblbr.

��et« al†|šrMo

er]Wr ]r~r«\r~o \rbÔr|u~ Ìfp¿"N�Sr al[paŸjr«\r~o epXph´albr <]¥bl¹l|y|u¥e›r \rdbut]¶rN�u XuSŸrb¥Xl�SblWo $„t†�\šr�\ _Z« al[pa�a~ \rdbr«¥dlIG "GKsIcrN�u XuSŸrbXo.SuWsgpbrduG $mPr]´rduG elyhoÑsšrduG $Ÿo U«irbrduG L

a†¥Ul|uG IqˆcuG Ìfpal[paŸ�j ‹l¥Z

frIeXoIcrN�o ]l§lXp <]¥`lK hGh¦lc

Œr\o ‹NlcG \«Ir�b£r« <]¥bl¹l

|�j ��eIlcrIalbr I_jr]¶rN�o zl]rX

XlXo]cpŸy DjrN�uISŒu~ E��et«' er]

W\ XÔalWo $„t†�\šo ]r�uScu~Xo.

Ær-ho �Kbo« K-~G ��î«"-\u-I-cr-|u~u

bu.A„. �h-ƈ-tr P\-t«_l„ Ir aq-‚��h-¥bl-�Sl]¶G

¥dlIŒr�„t ]d`lKŸjrduG�\šrdq�S P\Isb er]½eŸy ]S†~¥]¶ly "°lG �\SuGXqWlb $„t†�\šr�d P\l[r]Xp�Œ|utrN�o hl¥£XrI¥dlIG"`ral\G �Il›u. A~l« <]¥bl¹l|ju�S erIlcŸ�jhvl[s\rN�o er]Wr/zl]rX XlXo]cpŸy DjrN�uISŒu~ ��et« al†|šrMo f¹alb ‹NlcW #bu[alb ]uXrb hliNcpŒr« EDl‚��d„ P\l[r]Xp'Œr\o AóIldG #buh·u›leuG? auJp[lcl al[paŸ�j¥]¶l�d ed¥Œlˆu epXrNdrN�uXuSŸr¥bl�SblWo ]chp‹NlcWŒr\uG Xlc\r†arXr|uG [\hœlZ\Œr\uG ej|qtu¨ aülbr $„t†�\šr�d �]lXu $SŸjuG altrbXo.

haqiau›lb Ild¥ŒljG ]»|au¨ EamŒo ]_½rhršr'�bep¹rKX ‹NlcWŒr�„t \eal[pa cq]albr ��et« ‹Xr`l

hŸ�j er¥fgr]¶r|lG. <¥ZvKeuG ImXuIeuG ‹Xskbu�al�| ìgμr|u~ N†N�Iy|o e»r�blcu|r "Xrdq�S ¥\crˆd½l�X ]chph¥xfŸ�jŒr|u-~ (Word of mouth marketing -} WOMM)

al†|šrMo XÔŸy Ad½l ¥aJdIjrduG epl]Ialbr <]¥blKrN�uecu~u. $„t†�\šr�d �]lXu¥eZrIy ��et« er]W\/‹NlcWXÔŸju�S (ViralMarketing) zrcG ¥eZrblb¥Xl

�SblWo EDl‚��d„ P\l[r]Xp'Œr\o acWaWr au»ŸrbXo.

PsePldŸjr«�eN�uX�~hvbG $cˆr|uIbuG ašu¨ PserIjr¥d|o ]ScuIbuG �NÂu�Il›rcr|u~ ��eth·uIju�S hv`le her¥fgXIjlWo ��et« <¨S|Ÿjr¥d|o er]Wr�b "Su]¶rN�Xo. PsePldŸjr«��eth·uIy ¥clKŸ�j eir|u~Xu¥]l�d, Iœpqˆ† ��eth·uIy ]dXcG Nlc‹e¼ŒrIy|o atblIu~Xu¥]l�d ��et«<¨S|Ÿy zl]rX XlXo]cpŸju�S eliIclbr. ]d¥]¶l»uGÌfpal[paŸ¥j|ly epl]´rbu¨ al[paalbr bqSpq_o altrb¥Xl�S, �^boho_u|u¥]ldu¨hm“Z hZh·uIy \rXpPserXŒr�„t ̀ lK�a~ csXrbr« $S�]ˆu XuSŸrb¥Xl�S, "er�Ser]WrXlXo]cpŸy #[r]XpGzl]r|l„ auXr†~Xo hvl`lerIG. KqKrjuG �^boho_u|u�al�| \bŸjrduG \r†arXrbrduGalšG ecuŒr er]Wr|u¥e›rhmIcpG �NÂu �IlSu|uIbuG�NÂXuauX« #cu¥SbuG ��I]¶rSrbr�dlXuŸlŒ csXrbr«��et« al†|šrMo ej†~u.

��et« esUr¥blIy _iucl± Iœ\rIju�S <Xo]Ÿju�SbuG er¥\lZepehlb ¥aJdIju�SbuG ‹NlcIclb¥Xl�S bqSpq_S|au¨ esUr¥bl �gbtrMo�e_o��hšo/hm“ZhZh·uIjualbr �Sdrerg\uG hr\ral¥aJdÀuG $Xc er]WrIy|uG ¥\crˆo_‡au¨ hal�c]lX ìgμr|�]¶ˆu. bqSpq_rdq�S XlcŸjlbr altrb ¥]l]¶o KlbI† Pîr„�_bo_†, Ærîs\ Kr˜r, t¥_| _½l|o auX« âŠl f†a�b~ $�p„ erZpl†Yre�c auJp[lcbr« XlcŸjlbXo "Ÿ�\blWo. �]l¨blb ¥Ilar|uIy IlWrN�o bqSpq_o ilhpXlcG �Ier„ ¥\lyˆr auX« h¥�lgo ]þršo e�cbu¨e† ‹fh´r hœlZrN�XuG ��et« esUr¥blIjrdq�SblWo. ¥dlIŒr�d ej�c �Ntrb hr\ral epehlb ¥aJdblb adblj hr\rabuG ��et« al†|šrMo ]cskrN�u erPbrN�u�e~ IlcpeuG‹¥XpIG âŠb†ir|u~u.

��etduIju�S ]rter

16 e†gG au„]o bqSpq_r�„t #ZpIldŒo XrIN�uG "‹XskrXalblWo #Zp�Œ ��et« esUr¥blIjr�dl~lb EUl„hrMo¥__r' �]lXu$SŸjr« ]S†~Xo. 1996¿« ¥tl‚ dqhrb†

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20 alò-`q-ar #-×-]¶-Xr]¶o

��et« al†|šrMo: IjrbuG �IWrbuG

_clIo D_la �h\štlbrcu~ IldŒo

2007¿« ‹NcrN� I Got a Crush... on ObamaA~ esUr¥blÀo e„‹NlcalWo d`rN�Xo.

"d¶eð[lcrWrblb ED_la ¥Ky' D_la

br« #Çgμblbr ]lSu~ Kl\G "¥©i

Œr�„te�c era†f\Ÿy|o e»r�eN�u.

I Got a Crush... onObama A~ esUr¥blbr«-\r~o

Charlie bit myfinger-again A~esUr¥bl ÌfpG

212013 �abo 12-- ¿ 18

��et« al†|šrMo: IjrbuG �IWrbuG

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Seagull stole GoProA~ esUr¥bl-br«-\r~o

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Ktrd½ al†|šrMo

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22 ̂ s�abr«¥IlˆbG A~hr\rabu�S bqSpq_r« ‹NcrN� ]chpŒr«-\r~o

232013 �abo 12-- ¿ 18

��et« al†|šrMo: IjrbuG �IWrbuG

Ÿjr«¥]lduG N†N�blbr.¥hlgp« �\šoe†|rMo hGer

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Etl e‚' hr-\r-a-br-�d EN˜-|o N-¥dl' A-~ Kl-\-cG-K-Œr«Ics-\ I]q†

IjrduG zl]rXXlXo]cpŸy|u¥e›r ¥blPrN�u‹e†Œr|l„ "ehcG \d¦u~XuG IlWlG.www.youtube.com/barelypolitical,www.break.com,www.collegehumor.com,www.funnyordie.com, www.liveleak.comXuSŸr $„t†�\šr�d �]lXu $SŸy "Srzl\albr erer[ ¥aJdbr« ‹e†Œr|u~ ��et« esUr¥bl al†|šrMo �e_o��hšuIjuG \rderdu›o.www.erosnow.com, www.istream.com XuSŸrbe er¥\lZ¥aJdÀuG �]lXu $SŸy|uG $SÀo IürIjlbr ‹e†Œr|u~ �e_o��hšuIjlWo.

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RNI No. 3054/57 Mathrubhumi Illustrated Weekly 2013 May 12 - 18 Price ` 15/- Reg. No. KL/CT/21/2012-14KL/PMG/NR/WPP/32/KKD/2012 - 14 Licensed to post without prepayment