#1- Introduce Digg to the audience using fast-paced screen captures and myself as the narrator. Maybe avoid using screen captures that involve the McPherson/Moron story at this point. Be sure to show self talking to the camera in this opening "scene"; otherwise, it will be kind of weird later when, in the middle of the video, I appear. Also be sure to explain how articles are dugg, buried and submitted on digg.

#2- Narrate Jesse McPherson and the Moron story using clip of Jesse talking and screen captures of his xbox.

#3- Describe how Jesse used the internet and technology to track down the moron (Joseph) using narration and screen captures of images from Jesse's website (especially the image of the suspect trying to the sell the stolen items at the pawn shop, as well as quick panning image of Jesse's blog describing how he went about finding Joseph).

#4- Vlog-style speaking to the camera. Ask the critical question: how (why?) did this story (show pop-up screen capture of MORON headline on Digg) about this guy (show screen-captured dorky picture of Jesse with his crazy hair) chasing this guy (show clip of Joseph trying to rap) become popular on this site (popup of Digg icon) overnight?

#5- narrate how the structure of digg is such that it requires only a relatively small number of viewers to "digg" an article into the top 5+. With this relatively small backing, the article becomes increasingly visible to other viewers and thus more widespread on the internet. Perhaps show a fake (photoshopped?) timelapse of an article becoming popular on Digg.

#6- (vlog-style narration) describe how digg also tends to popularize articles/stories that tend to initially be overlooked by traditional media (show screen captures of top digg stories that received little media coverage). This is because nobody goes to the effort to get on Digg to find, digg, or even submit stuff that they see everywhere else.

#7- (vlog-style narration) These latter two features of Digg contribute to Digg's tendency to popularize stories that may seem bizarre, inane, or irrelevant and would thus remain invisible to the public at-large.

#8- This in turn is best exemplified by Jesse's story, because, when we think about it, somebody tracking down their stolen xbox would hardly be headline news in any place but the Digg community. However, this story certainly galvanized the internet community (show screenshots of responses to Jesse's blog and the digg article) which in turn affected the "real world" by forcing the thief to return his stolen goods to Jesse.

#9- Traditional media outlets only picked up on the story after the matter was resolved- check it out (show clips from CNN and FOX's coverage of the story-- be sure these clips mention that Jesse had found his xbox and thus they demonstrate that the saga had already been wrapped up by the time they covered it).

#10- How did the Digg community react to the matter being resolved? It almost didn't- check it out (show how entry for the story being resolved only received 10 diggs).

#11- Why not? After all, shouldn't we expect people to digg this phenomenon that they had been a part of creating? No- because once the story began to be covered by traditional media, it lost a lot of it's uniqueness and power in the Digg community. But once again, why?

#12- Because, remember earlier when I mentioned how Digg's structure requires only a relatively small number of people to "digg" an article to the top? Well, related to this is the fact that people enjoy being part of a small group; it helps them to differentiate themselves from our society at large. Once something, whether it is membership in a club, a hairdo, or, in this case, a news story, has become popularized with our society at-large, it loses it's meaning in as much as people can no longer differentiate themselves from others through their association with it. And this differentiation is important-- it's how we establish our identity in relation to the rest of our society.

#13- In this case, this small-group association was especially important because everytime a user dugg or commented on Jesse's story, they felt as though they were taking collective action against an obvious criminal.