Юқумлилик. Маҳсулот ва ғоялар қандай оммалашади. Йона Бергер

Маҳсулот ёки ғояларнинг тарқалишида бундай узун юқиш занжири жуда оз кузатилади (Гойл, Уатс ва Голштейн, 2012). Одамлар маҳсулот ёки ғояларни бошқалар билан ўртоқлашади, аммо бир одамдан бошқасига ўтиб узун занжирларнинг ҳосил бўлиш эҳтимоли жуда паст. Шу сабабли мен “юқувчанликни оширади” деганимда, қисқа ёки узун занжир ҳосил қилиши ёки бутун оммага тарқалишидан қатъи назар, бир одамдан бошқасига ўтиш эҳтимоли ошишини назарда тутганман.

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      Рецептга ўхшатиш бир жойда панд беради. Рецептдан фарқли ўлароқ, маҳсулот ёки ғояни оммалаштириш учун тамойилларнинг ҳаммасидан фойдаланиш шарт эмас. Албатта, кўпроғидан фойдалансангиз дуруст, лекин, масалан, маҳсулот қизиқарли ҳикоя билан бирга келмагани учунгина оммалашмай қолмайди. Шу боис, тамойилларга рецепт деб эмас, балки қўшимча салат сингари қаранг. “Кобб” салатида товуқ гўшти, помидор, бекон(тузланган ёки дудланган чўчқа гўшти), авокадо ва пишлоқ бўлади. Лекин фақат бекон ва пишлоқдан иборат салат ҳам мазали чиқади. Тамойиллар бир-бирига унчалик боғлиқ эмас, шу сабабли улардан шароитга мос келадиганини танлаб, қўллаш мумкин. Айрим тамойиллардан маълум маҳсулот ёки ғояда фойдаланиш қулай. Мисол учун, нотижорий ташкилотлар ҳиссиётларни қўзғатишга жуда уста, кўрса бўладиган таркибий қисмга эга маҳсулот ёки одатни кўринарли реклама ҳолига келтириш осонроқ бўлади. Шундай бўлсада, юқумлилик кўпинча тамойиллардан аввал синаб кўрмаганимизни кутилмаганда ишлатганимизда пайдо бўлади. Чидамли блендерлар катта амалий қийматга эга, лекин улар “Will It Blend?” видеолари ижтимоий қиймат яратгани учун жуда тез оммалашди. Ушбу видео оддий маҳсулотларнинг ҳам қанчалик қизиқарли бўлиши мумкинлигини кўрсатди.

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