How Martin Luther's message went viral
The news ballad, like the pamphlet, was a relatively new form of media. It set a poetic and often exaggerated description of contemporary events to a familiar tune so that it could be easily learned, sung and taught to others. News ballads were often "contrafacta" that deliberately mashed up a pious melody with secular or even profane lyrics. They were distributed in the form of printed lyric sheets, with a note to indicate which tune they should be sung to. Once learned they could spread even among the illiterate through the practice of communal singing.
love the parallels with social networking.
