A social media sensation that has raised safety concerns across the globe has recently surfaced at Syracuse University.

In NekNomination, a participant “neks,” or quickly consumes, an alcoholic beverage while performing a humorous act to be posted on social media. On completion of the challenge, the participant is then directed to nominate three more friends to complete one, posting video evidence within 24 hours.

NekNomination originated in Australia three months ago and then spread virally through social media. It has spread globally through the United Kingdom, South Africa, Asia, Canada and America, as those nominated try to outdo their predecessor.

Nikko Iannuzzo, a junior architecture major, was NekNominated on Feb. 10 by a friend in Buffalo. Iannuzzo said his nominator drank a beer, got naked and jumped in a snow bank.

However, Iannuzzo said he is unsure if he will complete his nomination after hearing about the fatal results of other challenges. In Ireland, two people died in early February after participating in a NekNomination. A 19-year-old man in Carlow, Ireland, downed a beer, climbed onto a railing, and jumped into the River Barrow, never resurfacing.

“If I were to do it, I wouldn’t do something that crazy,” Iannuzzo said. “That’s why I don’t know how to one-up that. I don’t want to do anything that’s going to kill me.”

Emma Basher, a former SU student who now lives in Adelaide, Australia, said she first became aware of the NekNomination hype on Dec. 16 when she saw a video posted on Facebook by her friend.

“I think they’re funny but the overall concept is stupid,” Basher said.

Ally Witty, a 19-year-old Canadian junior attending the University of Miami has reached a similar conclusion. On Feb. 9, she posted a video on her timeline called “A Canadian Takes On #NekNomination,” which features a Canadian man prepaying $48.46 towards the orders of the Tim Horton customers in line behind him instead of the typical NekNomination.

Witty hoped that posting the video would encourage her American college friends to do something similar instead of consuming alcohol and performing a stunt.

Others don’t support this “pay-it-forward” alternative. One user commented on Witty’s post saying only “lame” people would perform this kind of nomination, exemplifying how peer pressure and cyber-bullying can fuel the fad’s spread and encourage the potentially dangerous acts associated with it.

Rebecca Kantrowitz, senior vice president and dean of student affairs at SU, said she worries about the unforeseen implications it may have for SU students with future employers.

“Say you do something stupid it never really goes away,” she said. “Once it’s out there, it’s out there.”

Students who post NekNomination videos may not be able to control who views them, which could cause problems in the professional world, Kantrowitz said.

Eddie Banks-Crosson, the director of fraternity and sorority affairs, said he sees new crazes like NekNominations every year. He said he believes these fads are a reflection of the internal human conflict of identity and self esteem.

Said Banks-Crosson: “Realistically for me, the statement that alcohol is dangerous is no secret. I think with this it’s self esteem, it’s a maturity issue — there’s so much wrapped up in why people are doing this thing.”

Published on February 24, 2014 at 1:22 am