The Science of Sharing

In 2001, grad student Jonah Peretti accidentally created an Internet sensation when e-mails of his attempts to put “sweatshop” on sneakers customized with Nike (NKE) ID went viral. In 2005, he set out to repeat his unexpected success with far different content: Black People Love Us, a parody site of a quintessentially white couple’s efforts to ingratiate themselves with African Americans. It also became a viral hit.

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