There’s a fascinating footnote in Radio Benjamin, loc 395-410, discussing Adorno’s description of Benjamin’s ideas as ‘radioactive’:
The full sentence reads, “Everything which fell under the scrutiny of his words was transformed, as though it had become radioactive,” … Although Adorno’s metaphor uses a different register of boundary crossing, the German radioaktiv, like the English radioactive, shares with Rundfunk, or radio, a connotation of atmospheric spreading, dispersal, and uncontrolled movement across and within borders and lines of containment; the airwaves, like the air or the atmosphere, represent a quasi-invisible scene or medium of transmission. While the German does not directly imply the coincidence of these two (roughly contemporary) modes of radiality, the notion of Benjamin’s gaze, and from there his work, effecting a radioactive transformation suggests the potentially dangerous, if also exciting and new, power of radio and its power to broadcast.
Radioactive ideas effect a transformation. Viral ideas simply pass through. The logic of social media platforms too easily inclines us towards a concern for virality. What we should aim for is to use their affordances to ensure radioactivity, even if this registers much less impressively on a numerical level.