Culture Jamming: Who's Helping Celebrities Go Viral?

Six months ago, Richard Simmons was better known for his spandex and '80s fitness videos more so than his social media following. On the edge of falling off the pop culture radar, however, the 65-year-old recently made a resurgence into the spotlight.

Simmons' seemingly random red carpet appearance at the MTV Video Music Awards in August netted him 37 million mentions across social networks and turned his name into a trending Twitter topic. Meanwhile, at the Emmys in September, Simmons' camp live tweeted the ceremony, sharing memes and GIFs of him dressed as characters from nominated shows. The content reportedly reached nearly 20 million people Read more...