【明報專訊】This summer in Hong Kong as in many other parts of the world, a new pop culture phenomenon involving ice water, money, charity, and social media was all the rage. You probably first heard of the "ice bucket challenge" on Facebook, with friends (or friends of friends) showing themselves pouring a bucket of ice water over their heads for a charitable cause and then challenging others to do the same. When these videos went viral on social media, millions of people learned of the disease Amyotrophic Lateral Sclerosis (ALS) for the first time. There are two main reasons why this phenomenon can be considered pop culture.