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However, viral videos can also perpetuate social divisions and amplify existing social tensions. For example, a study on the impact of viral videos on social cohesion found that exposure to viral videos that depicted intergroup conflict led to increased prejudice and social distance between groups (Mastro, 2017).

The viral video has also raised important questions about the role of social media platforms in moderating online discussion. Many have criticized the platforms for allowing the video to spread and for not doing enough to prevent the harassment and bullying of individuals who are subject to online scrutiny. However, viral videos can also perpetuate social divisions

In these cases, the social media discussion isn't about hiding something bad, but about protecting something sacred: a normal life. This "faceless" strategy often increases a creator's longevity, as the audience connects with the content and the voice rather than just a physical appearance. The Impact of Viral Discussion Many have criticized the platforms for allowing the