April 23, 2024

The rise of the "nanostory"

In today’s Wall Street Journal, I offer a review of Bill Wasik’s excellent new book, And Then There’s This: How Stories Live and Die in Viral Culture. Cliff’s notes version: This is a great new take on the little cultural boomlets and cryptic fads that seem to swarm all over the Internet. The author draws on his personal experience, including his creation of the still-hilarious Right Wing New York Times. Here’s a taste from the book itself—Wasik describing his decision to create the first flash mob:

It was out of the question to create a project that might last, some new institution or some great work of art, for these would take time, exact cost, require risk, even as their odds of success hovered at nearly zero. Meanwhile, the odds of creating a short-lived sensation, of attracting incredible attention for a very brief period of time, were far more promising indeed… I wanted my new project to be what someone would call “The X of the Summer” before I even contemplated exactly what X might be.


  1. There was a phenomenon somewhat like this during the PC boom of the early and mid-80s, when anyone and their cousin could produce the next must-have game or utility, but almost no one could produce sustainable enterprises from them.