From Felix Gillette’s smart new Businessweek article about the Internet buzz saw that is Buzzfeed, a passage on company co-founder Jonah Peretti, who sees the site as a psycho-sociological experiment, and one of his influences, Stanley Milgram:

“Peretti, 38, has a knack for coining clever Web neologisms. Among the keys to achieving success on the Internet, he says, is deploying ‘Big Seed Marketing,’ optimizing ‘Viral Lift,’ using a ‘Mullet Strategy,’ and catering to the ‘Bored at Work Network.’ ” He sees himself not only as a businessman but as something of an applied scientist, testing the theories of 20th century academic sociologists vs. the contemporary data of the social Web.

To understand some of the principles underlying BuzzFeed’s strategy, he recommends reading The Individual in a Social World, a 1977 book by Stanley Milgram, who is known, among other things, for his experiments leading to the six degrees of separation theory. ‘When some cute kitten video goes viral,’ says Peretti, ‘you know a Stanley Milgram experiment is happening thousands of times a day.’

Peretti grew up in Oakland, Calif., graduated Phi Beta Kappa from the University of California at Santa Cruz in 1996 with a degree in environmental studies, and spent a couple of years teaching computers and Web publishing to high school students in New Orleans. After co-writing a number of papers for academic conferences (‘Historical Role-Playing in Virtual Worlds: VRML in the History Curriculum and Beyond’), he matriculated at the Massachusetts Institute of Technology, where he earned a master’s degree from the Media Lab.

In 2001, inspired by reports of substandard working conditions at Nike (NKE) factories, Peretti ordered a pair of custom Nike sneakers decorated with the word ‘Sweatshop.’ The company refused to fill the order, and Peretti got into a theatrical back-and-forth with a customer rep on e-mail. Afterward, Peretti e-mailed the document to 10 acquaintances, who passed it along to their friends. The whole thing snowballed. Overnight, Peretti became an Internet sensation. NBC flew him to New York to appear on Today.

Peretti walked away from the Nike affair a presumed expert on the explosive Internet phenomena now known as viral media. Writing about his experience for the Nation in April 2001, he theorized, ‘In the long run this episode will have a larger impact on how people think about media than how they think about Nike and sweatshop labor.’ He speculated that by understanding the dynamics of ‘decentralized distribution systems and peer-to-peer networks,’ new forms of social protest would emerge and challenge the ‘constellations of power traditionally supported by the mass media.'”

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Stanley Milgram’s 1962 experiment, “Obedience”: