This paper analyses violence perpetuated through the circulation of viral videos in order to understand the convergence of technology and the culture of shaming those who supposedly challenge moral/cultural norms. The threat – ‘should I make you go viral?’ impinges on a gendered morality. Many bodies and organisations in Imphal valley (Manipur) whose purported aim is to uphold norms of morality and culture have debated and commented upon some of the viral videos.
The violence inherent in shaming and chastisement of women (and in fewer instances, men) is perceived as rightful especially against those whose actions go against "Manipuri culture". Often, the act of making viral videos informs this mode of vigilante justice. Acts of shaming are recorded to enable viral proliferation — that performs the simultaneous act of circulation, deterrence, humiliation, identification and voyeuristic consumption. Reflecting on viral videos as "onlife" events reveals the intertwined nature of online and offline worlds By examining the debates/discussions emerging around some of the viral videos in social networking sites, newspapers and television programmes, I explore their significance and meaning in a "networked culture" that is simultaneously shackled by an idea of tradition.
