As I read Morley’s article this week I also witnessed an extraordinary, if superficially meaningless event–the Buzzfeed Watermelon explosion. On Friday afternoon via Facebook Live, Buzzfeed broadcast a live feed of two of their employees wrapping rubber bands around a watermelon until it exploded. This event attracted 800,000 live viewers, millions of viewers after the fact, and the attention of think-piece journalists from CNBC to Vulture. Media opinion remains divided on whether the unprecedentedly popular live broadcast represents “the future of tv” (CNBC) or if it is merely an aberration caused by Friday mid-afternoon boredom (International Business Times). Nonetheless, the event brings to mind Morley’s fluctuating connections between the local and the global. Certainly, the event demonstrates how communication technologies can bring a community event into existence and foster a global experience which is neither truly private or public. 800,000 people now have a common past of watching the Buzzfeed watermelon explode. However, It is unclear to me what kind of identity the Buzzfeed watermelon fosters, whether local or global. The event does not seem to maintain traditions of any kind, yet attracted a huge amount of interest. To utilize Morley’s language, what kind of macro and micro effects does a live, social media driven event like the Buzzfeed watermelon generate? How does it fragmentize and homogenize its viewers?