"In her own haphazard fashion, during three-and-a-half minutes of television airtime, later aired to slack-jawed intakes of breath in May of this year, Susan Boyle fashioned a new kind of fame. She elicited a moment of pure, molten zeitgeist."[cit]

Viral video, a phenomenon allowed by web 2.0, has been of equal fascination to scholars like the Convergence Culture Consortium at MIT, marketers, and users alike.