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Every now and then there’s a furore in Social Media Land about some wisecrack’s recent film, photograph or audio track. Its notoriety spreads across the web in a matter of minutes and before you know it, the producers of aforesaid media deposit can claim levels of popularity unrivalled by any other film, photograph or audio track since… well, since about an hour ago.

It’s about time someone invented an ‘unlook’ or ‘unclick’ or ‘unhear’ button for those media exudates. The likes of the two bit film production companies who operate out of a bedroom in Neasden and produce their sleazy and dumbed down media offerings benefit from the likes of YouTube precisely because of its viral nature: you watch their clip, your viewing gets logged and as the views go up, their message spreads and they justify their effort because of the rapidly increasing viewing figures.

If there was an ‘unlook’ button on YouTube, you could see what all the fuss was about, click ‘unlook’, remove your viewing figure from their viewing figures and prevent their work from going viral. 1,000,000 flies might eat shit but we don’t have to join them. Its about time we realised that ‘going viral’ is how smallpox operated and the sooner some one can invent an antiviral, social media agent, the better.