Social media and Viral Content: Exploring Unconventional Narratives through a Case Study of the Naming of Nike's Puppies

Abstract

The pervasive nature of social media has given individuals a platform to share their lives, build connections, and document a wide array of events, from the mundane to the extraordinary. While social media chronicles various life events, certain occurrences can be deemed extraordinary, provoking intense reactions from users. This paper is a case study of a Nigerian man Ochonma Celestine Joseph, known on social media as @updateking, who organised a typical Nigerian naming ceremony for his dog, Nike, in Abeokuta, Ogun State, Nigeria. The dog kindled seven puppies and was documented on TikTok. The event, which marked the birth of the dog's puppies, was preceded by a pregnancy photo shoot, the sale of T-shirts and uniform (aso ebi) fabrics, a DJ, and bouncers for the event, which ultimately garnered widespread attention on social media. An interview of @updateking_ was carried out, verbatims were reported using descriptive qualitative research design. To examine the online discourse and frenzy surrounding the naming ceremony of this dog, this study discusses the reasons for its popularity, its impact on social media, and its potential consequences on society. Also, existing literature is studied, and the paper explores how these concepts have been applied and studied by various researchers, ultimately providing a comprehensive understanding of their significance in the social media landscape. This study reveals the role of social media in amplifying unconventional events and shaping public opinion while calling for further exploration of the influence of social media on societal norms and the implications of viral content.