The Popularity of Psy-Gangnam Style

Topics: Diffusion of innovations, Sociology, Innovation Pages: 17 (5209 words) Published: December 16, 2012

Chapter 1



Isn’t it obvious that the hundreds of films, thousands of songs, tens of thousands of TV shows, and billions of Internet sites must be having some effect? Also, if advertisers did not think their messages had effects, why do they spend hundreds of billions of dollars each year on making and distributing such messages? In our everyday lives, we see ourselves being affected by the media all the time. “Media,” of course, imply “mediation” because they become between the audience and the world. Globalization of media and trends is unifying widely different societies, integrating them into one World. Developments have been increasingly characterized not by their growth dynamics but by their links to the process of globalization. Geographical closeness or cultural proximity helps media cross borders. Although American media play a prominent role in the global scene, media industries from a number of other countries are also heavily across the world. A handful of firms dominate the globalize part of the media system. Among the main issues in globalization of communications media are trans-border data flow, cultural imperialism, media and, the flow of information. Media have ability to intervene in the course of events and to affect their outcome like: Media Markets, Audiences, Advertisers, Finance and Creative Content (Mirza Jan, 2009). Reason and Respect, 2007 have determined that media communication today demonstrates that media can and do influence societies, cultures and identities.

Through different media especially social media, celebrities and broadcast programs are now more reachable for the fans. It is the same way that even fans from one country can access media content from another country. One of is YouTube, since its foundation in 2005, have become one of the most substantial idea-shaping platforms to post contents for the viewers with access to video clips of all kinds.

Gangnam Style for example, is a K-pop single by South Korean musician PSY that refers to a lifestyle associated with the Gangnam District of Seoul. The song was released on July 15, 2012, as the lead single of his sixth studio album PSY 6 (Six Rules), Part 1. "Gangnam Style" debuted at number one on the Gaon Chart, the national record chart of South Korea. By the end of September, it had topped the iTunes charts in 31 countries (Hicap 2012).  The Dong-a Ilbo, a South Korean newspaper, quoted the following statement released by YouTube, "From July 15, when the music video was uploaded on the site, to September 28, the video was accessed by people in 222 countries, more than the 193 member countries of the U.N ( 2012). As of December 11, 2012, the music video has been viewed over 931 million times on YouTube, (officialpsy 2012) and is the site's most watched video after surpassing Justin Bieber's single "Baby." psy As of December 11, 2012,  On September 20, 2012, "Gangnam Style" was recognized by Guinness World Records as the most "liked" video in YouTube history. It subsequently won Best Video at the MTV Europe Music Awards this year.

According to the news agency Agence France-Presse 2012, the success of "Gangnam Style" could be considered as part of the Korean Wave or Hallyu (in Korean), a term coined by Chinese journalists to refer to the significant increase in the popularity of South Korean entertainment and culture since the late 1990s (Ravina 2009). and has already effectively swept across the rest of Asia, bringing South Korean music (K-Pop), drama television, films and their associated celebrities to gained immense popularity in China, Taiwan, Japan, Singapore, Hong Kong, Thailand, the Philippines, Indonesia and others. Korean popular music (K-pop), considered by some to be the most important aspect of the Korean Wave...
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