This paper draws on several theoretical frameworks to understand the impact of viral videos on social media discussion. The first is the concept of mediatization , which refers to the process by which media and communication technologies shape our understanding of the world (Krotz, 2009). Viral videos are a product of mediatization, as they are created, shared, and consumed through social media platforms. The second framework is agenda-setting theory , which suggests that media have the power to shape public opinion and influence cultural narratives (McCombs & Shaw, 1972). Viral videos can set the agenda for social media discussion, determining what topics are considered important and worthy of debate.