The information in this book, while it was written, was used primarily by artists. The whole concept of a media virus is basically twofold. 1)To make a subversive or controversial message (meme) seam innocent, harmless, or impotent. 2) To make that same message propagate itself through some means, including that very same controversy that you originally try to hide. Intrusion and propagation. Injection and infection. Just like a real virus, or a computer virus, only a media virus is a mind virus, a mental image, sound, slogan, event, or whatever, that gets into your head, stays there, and spreads itself by means of your mouth and vocal chords.
The book was meant to be, I believe, a mental exercise of awareness. It's tone and content seam more reminiscant of a late night cafine and marijuan-induced intellectual discourse than a research book. However, that doesn't mean that whats in the book won't teach you anything. Far from it. Some people in the advertising industry thinks of the concepts in this book as the next step in the evolution of marketing. Now that I've read the book, I can see lots of "media-virus" tactics used in advertising, from the simple, (the energiser bunny, floating from commercial to commercial), to the more complex and subversive (Calvin Klien's psuedo-kiddy porn jean commercials which got banned).
A media virus is, to put it simply, the most effective way available to those in the media to get a message from thier mind into the minds and conversations of the average viewer. If you've ever talked about a commercial before you've seen it, because somebody mentioned it, you're probably talking about a media virus.