Year: 2014
Type: article
Abstract: This essay examines the cultural production, circulation, and consumption of the Korean music video Gangnam Style in the broader context of globalization. We conduct a chronological analysis of its distribution, production, and reproduction on YouTube, focusing on the interactions between traditional and new players in reinforcing and creating new meanings. We argue that the phenomenal success of Gangnam Style is due to the dynamic interplay of traditional and new media outlets, the active participation of global audiences, the video’s spreadable hooks, a laissez-faire copyright policy, and the musician PSY’s marketing strategies.
Authors: Sookeung Jung, Hongmei Li
Institution: Georgia State University
Language: English
Subfield: Cultural Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2169089213