Circuit Of Culture Gangnam Style

Best Essays
Topics: Culture, Semiotics
Choose a particular media and cultural form or practice. Explain how you might locate your chosen example within a circuit of culture, and identify the sort of issues you might raise at each point on the circuit, drawing on your knowledge of the questions, problems and approaches explored on the module during the year.

This illustrative example works around the material explored in the very first session on this module, and is designed to provide you with some ideas about how to approach this piece of assessment.

‘Gangnam Style’, by the South Korean performer Psy, was released in July 2012. It was a worldwide hit, reaching number one in the music chart in more than 30 different countries. The video of it has been viewed more than a billion times on YouTube, and is now the site’s most viewed video of all time. Here, I will locate ‘Gangnam Style’ in relation to the circuit of culture, identifying a range of issues as I proceed.

In terms of production, it is useful to begin by focusing on Psy’s single in relation to some of the debates about globalisation, and the idea that we are increasingly able to access cultural products from distant and disparate places around the world. One argument about the nature of cultural production today suggests that the process of globalisation has left us with a progressively uniform culture across the world. This argument would point to the increasing global dominance of the ‘Big Six’ US-based media corporations (General Electric, Walt Disney, News Corp, Time Warner, CBS and Viacom), and the fact that the processes of convergence and conglomeration seem to continue to increase their economic power. It would also point to the fact that people from all around the world are increasingly watching the same films (in 2005, for example, a quarter of the world’s box office was accounted for by just 10 Hollywood films (Screen Digest, 2006)) and listening to the same music (four record companies (Sony, Warner, EMI and Universal) are



Bibliography: Dyer, R. (1999) ‘Entertainment and utopia’, in S. During (ed.) The Cultural Studies Reader (2nd edn), London: Routledge. Hall, S Iwabuchi, K. (2002) Recentering Globalization: popular culture and Japanese transnationalism, Durham: Duke University Press. Jenkins. H. (2006) Convergence Culture: where old and new media collide, New York: New York University Press. Lee, J. S. (2004) ‘Linguistic hybridization in K-Pop: discourse of self-assertion and resistance’, World Englishes, 23(3): 429-450. Mahdawi, A. (2012) ‘What’s so funny about Gangman Style?’, The Guardian (online version), 24 September; http://www.guardian.co.uk/commentisfree/2012/sep/24/gangnam-style-south-korean-pop (accessed 1 October 2012). Morley, D. (1999) The ‘Nationwide’ Television Studies, London: Routledge. Negus, K. (1996) Popular Music in Theory: an Introduction, Cambridge: Polity Press. Screen Digest (2006) ‘Global production total soars as local films gain market share’, available at http://www.fafo.at/download/WorldFilmProduction06.pdf; accessed 17 October 2011. Shifman, L. (2012) ‘An anatomy of a YouTube meme’, New Media and Society, 14: 187-203.

You May Also Find These Documents Helpful

  • Good Essays

    Gangnam Style

    • 799 Words
    • 4 Pages

    Why Did “Gangnam Style” Became Popular? When I went to the Z-Bar which is a pub in Spearfish, I was so surprised that everybody was dancing like a horse with Korean music. I was familiar with the music which titled “Gangnam Style” not the wacky dancing. How is it possible to listen a Korean music in U.S. somewhere? The next day, my roommate asked me to watch a music video of the “Gangnam Style” on YouTube. Surprisingly, the video has been viewed more than 530 million times on YouTube. Nowadays…

    • 799 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Gangnam Style

    • 791 Words
    • 4 Pages

    Gangnam Style The globalization has lead to make every big incident, fact or event happening in any part of the world the topic of people’s conversations. Recently, a song sung by a South Korean(in his native language) rapper/entertainer Park Jae-sang, better known by his stage name Psy, was this topic. A lot views were kept forward regarding by various people but anyone could tell that they were overwhelmingly positive by just listening to the fever it had spread among the people. Because Korean…

    • 791 Words
    • 4 Pages
    Good Essays
  • Better Essays

    and entertainment. In every part of the world, Gangnan Style, a single released by a Korean singer called PSY, has turned people to share the common interest in the funny dance moves with the catchy beats. Gangnam Style is a recent popular culture that turns people on in the world. This essay will first illustrate the background of this world phenomenon and then extent to explain why it becomes popular culture. To begin with, Gangnam Style is combination of the fancy dance move and a song that…

    • 1262 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Gangnam Style Speech

    • 594 Words
    • 3 Pages

    If the phrase “Oppa Gangnam Style” doesn’t mean anything to you yet, you may want to Google it or ask your friends about it, or you’ll be left wondering why everyone is hopping up and down on invisible horses. The combination of catchy riffs and the corny-yet-hip dance moves made the music video by Korean artist Psy (short for “Psycho”) the most “liked” YouTube video of all time. Who is this Psy? Where exactly is Gangnam and what is its style? Well, I have all the answers for you. Today, I’d…

    • 594 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Introduction “Gangnam style!!!! PSY!!!!” Nowadays, everyone in Malaysia is talking about the Oppa Gangnam Style. Oppa Gangnam style is the famous video in Malaysia originated from Korea. Malaysians even create a lot of parody versions of Gangnam Style like KL style, Orang Sabah style and Super Kampung Style. Basically, Gangnam style is one of the songs of PSY’s sixth album. He released this album on July of 2012. Within 4 months, this video had already become the most viewed video in YouTube. Peoples…

    • 496 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    CASE STUDY ABOUT THE RESPOND OF PRESIDENT UNIVERSITY MIDDLE AGE LECTURERS TOWARD THE POPULARITY OF ‘PSY-GANGNAM STYLE’ Chapter 1 INTRODUCTION 1.1 Background 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…

    • 5209 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    Psy-Gangnam Style

    • 457 Words
    • 2 Pages

    Interventions: The term intervention refers to all the planned programmatic activities aimed at bringing changes in an organization. These changes are intended to ensure improvement in the functioning of the organization- in its efficiencies and effectiveness. The changes are brought through the employees in the organization while consultants facilitate the change process. Any OD intervention, therefore, involves close interaction between the consultants and the client organization. Intervention…

    • 457 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Circuit of Culture

    • 2472 Words
    • 10 Pages

    central to the production and consumption of commodities. Evaluate this argument using a ‘circuit of culture’ approach and an object of your choice. It is a key strategy in toady’s competitive business markets to put design at the center of your production and consumption. Companies have become more innovative in their marketing and revenue strategies and are using the advantages that come from the culture industry. Those include Standardization and ideological distractions, which within day-to-day…

    • 2472 Words
    • 10 Pages
    Powerful Essays
  • Best Essays

    RHEINISCHE FACHHOCHSCHULE KÖLN University of Applied Sciences Department: Business and Law Degree Program: B.A. – Media Management Term Paper – Business English Thesis: „Viral Video are predicted to be successful“ Question: Did “Gangnam Style” go viral on the Internet because of seeding support by celebrities from the U.S.A.? Term Paper submitted by: Alexander Braun Student-Nr. BMW1112013 Sülzburgstraße 257 50937 Cologne/ Germany Tel.: 0160 – 37 85 293 E-Mail: alexander_braun@gmx.net…

    • 5221 Words
    • 21 Pages
    Best Essays
  • Powerful Essays

    various terms including "illustrated song", "filmed 1 insert", "promotional (promo) film", "promotional clip" or "film clip". Music videos use a wide range of styles of film making techniques, including animation, live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected. Other music videos…

    • 3130 Words
    • 13 Pages
    Powerful Essays