Buzzfeed has achieved an outrageous amount of success in recent years, reaching 130 million unique visitors last November (over four times as many as in November 2012). There are a lot of reasons for that but a major one is the site's remarkable talent at relating to people.
So where did Peretti get that idea? Peretti's academic writings offer one clue. After graduating from UC Santa Cruz in 1996, Peretti published an article in the cultural theory journal Negations entitled "Capitalism and Schizophrenia: Contemporary Visual Culture and the Acceleration of Identity Formation/Dissolution."
Full article here.