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“Pop Culture and Consumerism: The Gangnam Style Global Invasion”

How did the Gangnam Style, a K-pop single, became a global phenomenon hit? What were the the effects of its popularity

Claudine Caberte

on 1 October 2012

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Transcript of “Pop Culture and Consumerism: The Gangnam Style Global Invasion”

photo credit Nasa / Goddard Space Flight Center / Reto Stöckli How did the Gangnam Style, a K-pop single, became a global phenomenon hit? What were the effects of its popularity to its audiences and the Korean Wave? “Pop Culture and Consumerism: The Gangnam Style Global Invasion” The Gangnam Style is a 2012 Korean Pop single that is currently enjoying more than 200 million views on youtube, and gaining overwhelming attention across the globe. Background on the Gangnam Style The Gangnam Style was first produced on July 15, 2012 by Psy and his management agency, YG Entertainment. Overview the History of K-Pop Implication of the Gangnam Style’s Popularity to its Audiences and the Korean Wave THE END! Introduction Marketing The Gangnam Style Psy or Park Jae-Sang is a Korean international popstar who made the viral hit “Gangnam Style”
He studied in both Korea and the United States.
He attended college at the Boston University and Berklee College of Music. Who is Psy? Psy is short for Psycho, a name in which he called himself
Currently, his name stands up to his comedic antics and performances
Isn’t naturally good-looking, but, uses satire and humor to impress audiences. Who would think that this guy is famous? A dance resembling a jock on riding a horse.
Very FUN! A dance move worth remembering The Gangnam District in South Korea is an economically stable district among the 25 local government districts.
A very affluent landscape surrounds the district and this making it a symbol of inequality between the rich and the poor.
A variety of multi-national companies are based in this area of 39 kilometers. What does Gangnam mean in the song? This land mass has one of the most expensive real estates in all of South Korea.
Many stereotypes have been are found here like the Doenjang Girls that eat cheap food privately so that they can drink Starbucks publicly. "Beyond the Horse Dance: Viral Vid ‘Gangnam Style’ Critiques Korea’s Extreme Inequality". Open City. Retrieved September 17, 2012. ^ Max Fisher (August 23, 2012).

"Gangnam Style, Dissected: The Subversive Message Within South Korea's Music Video Sensation". The Atlantic. Retrieved September 17, 2012. ^ "Copyright.gif." T'way Airlines. Retrieved on July 4, 2011. -The popularity of Psy and the Gangnam Style has become currently one of the biggest trends in the globe. Considered as the most watched K-pop in youtube, Gangnam Style has over 200 million views and still growing. And also had wide TV, concert, and International appearances, who would have thought that the Gangnam Style will be that big.

- In fact, even Koreans were surprised of Psy’s popularity on abroad. THE Gangnam Style INVASION -There are more good-looking and better-figured performers in the Korean pop music scene, and yet it is Psy, who fared better in the global market.

-The Gangnam Style and most of Psy’s songs are specially targeted or dedicated to local audiences. WHY WERE THE koreans surprised with psy’s popularity abroad? - PSY belongs to an established genre of entertainers that pop pundits there have dubbed “gwang-dae”. -“Gwang-dae are more clown or jester-like; they don’t have to be sexy idols to be popular. Their songs are either very humorous, or can sound serious, but with silly lyrics.

-Original gwang-dae were given a certain amount of license to critique the aristocracy, offering up satirical commentary on society through their dance, music and repartee. PSY in the korean pop music Industry - Modern gwang-dae performers are mostly distinguished by a tendency toward oddball costumes and outlandish pratfalls. As for the Gangnam Style and its hilarious video are actually a subversive set of rips at Korea’s hyper materialistic and increasingly inequitable society. PSY in the korean pop music Industry -The fact that the Gangnam is targeted to local audiences may actually be a part of “Gangnam Style‘s transnational allure.

-What sets Psy apart is that his song and video are completely catered to the Korean audience, in terms of style and humor. He wasn’t trying to make it in the US, so what they saw was something completely novel and unexpected. The Gangnam style popularity on the westerners - Cultural Proximity: The Gangnam Style has been compared to US’ Beverly Hills. In terms of the affluent lifestyle and hyper materialism of people living there.

- Hybrid of Cultures: The Gangnam Style possesses the syncretism of both Asian and Western cultures. The Gangnam style popularity on the westerners -Psy was awarded by the Gangnam district a plague of appreciation and wanted him to be honorary ambassador of the Gangnam district.

-Due to the popularity of his song, the Gangnam district has become a popular place around the world and has been visited by increasing number of tourists. The song’s impact to gangnam district -The popularity of the Gangnam Style gave a new image to Korean Wave. Usually, the performers are projected to be groomed, good-looking, and to be sexy trying to be more western. With Psy’s fame on abroad, it proved that performers can be not the ideal-type idols and embrace their own culture and still market outside Korea. Implication to korean wave Target Audiences
According to Psy, the song was always for the local audiences (South Korean). However, it was when the fans started posting the video in social networking sites such as Facebook and Twitter that it gained recognition outside the K-pop community. Forms of Mass Media Used to Brand The Gangnam Style: The global phenomenon of The Gangnam Style would not be possible without the power of mass media. The following are the forms of mass media that The Gangnam Style used to brand itself. Broadcast B. Television Shows

Psy and his Gangnam Style has received wide TV exposure around the globe.

One of international TV appearances was with The Ellen Degeneres Show on September 10, 2012, where he introduces himself as Psy from Korea before teaching Britney Spears how to do his signature dance (show that video clip).

Another one was from US morning show, The Today Show for their Toyota Concert Series. (show the video clip).

Psy had an appearance in an entertainment news show, TMZ. (show the video clip) A. Radio Programs

For music singles, radio programs is a great avenue to bring some exposure to audiences. The more well-known a single becomes, the more air time it will have. As for the case of the Gangnam Style, its popularity has reached the globe enabling that single to air in different countries around the world. One of the big exposures for the song was an interview of Psy with Ryan’s Seacrest’s radio show. Audio Recording and Reproduction
a. Record Album

b. Music Video Blogs/Micro blogging sites Print Media
Psy, Gangnam Style, Britain In Britain's daily newspaper, METRO, "Gangnam Style" Psy was featured with the headline, 'Check him out now, funk Seoul brother'
Psy's gangnam style introduced in this weeks time magazineissue Its Emergence in the Global Market KPOP: it is an abbreviation of the word “Korean Pop” or “Korean Popular Music”
it is a musical genre consisting of dance, electronic, electropop, hip hop and R&B music originating in South Korea
In addition to music, K-pop has grown into a popular subculture among teenagers and young adults around the world. What exactly is Kpop? K-pop is not only restricted to popular music within South korea. Outside of the country, the term is more commonly recognized as the songs sung by Korean idols. K-pop Meets the World refers to the significant increase in the popularity of South Korean entertainment and culture in the 1990’s, in Asia and in other parts of the globe
this made the Korean culture visible and known to the world Korean Wave The Korean Wave reached many Asian countries like China, Japan, Taiwan, Hong Kong, Vietnam, Philippines, Malaysia and Singapore. Today, K-pop also has an effect on America, Europe, Canada, and some parts of Russia. Before the rise of social media networks, K-pop was unknown to the world and unheard of. Korean Pop Culture was not even critically acclaimed by scholars. But because of sites such as Youtube and Facebook, K-pop gained popularity among Asian countries and eventually, it also became accesible to the world. Korean Drama Invasion The Korean wave started because a Korean Drama entitled “What is Love all About” aired in China and bacame a big hit.
Another drama, “Stars in my heart” bacame a big hit in China and Taiwan. Since then, Korean Dramas have been aired in different Asian countries like Hong Kong, Singapore and Indonesia. Stars in my Heart Dae Jang Geum In the 2000’s, Asian dramas, mostly Korean, became a big hit in the country and called the “Koreanovelas”
Lovers in Paris, Full House, My lovely Sam Soon, Stairway to Heaven, and Coffee Prince bacame instant hits. Koreanovelas in the Philippines Lovers in Paris In Japan- Winter Sonata (this program was aired twice in the same year)
In China- In 2006, Korean Programs on Chinese tv accounted for more than all other foreign programs combined
In Hong Kong- Endless Love, Dae Jang Geum, Korean Drama in other parts of Asia Because of the intoxication due to their success overseas, a glut of mediocre and poor-quality dramas and films deflected audiences, investors and importers away from Korean content, leading to the downturn of Korean Wave.
However, the release of Boys Over Flowers, the Korean Version of the Taiwanese TV drama Meteor Garden, became a big hit in other Asian countries.
This event marked a new generation of Korean stars, mainly coming from K-pop boy bands. Boys Over Flowers Korean Pop Music A girl group, Wonder Girls made a hit single entitled “Nobody” that made it into the Bill Board Hot 100 in 2009.
This feat was praised greatly by the local news media due to the fact that it was the first accomplishment for an Asian musician. The rise of popularity of these kpop idols is caused primarily by social media networks such as youtube. Through these networks, kpop is made available to any one in the world. K-pop goes global In 2011, Billboard launched the Korea K-pop Hot 100
Youtube created an official K-pop Channel
K-pop videos were viewed more than 2 billion times during 2011, three times the 800 million views in 2010
In 2011, sales for K-pop artists has increased 22.3% during 2010-2011 in Japan
In 2010, Kpop artists made their first appearances at the Hollywood Bowl and was followed by many other appearances. In August 2012, as part of their New Revolution Global Tour, 2NE1 held their first American concert tour in the New York Metropolitan Area
In March 2012, the boyband JYJ performed in both Chile and Peru
There was a Latin American K-pop Competition in 2010 wherein 92 teams and 10 countries participated
In London, Beast and 4minute performed during the United Cube Concert
In MAy 2011, Rain became the firs K-pop idol to perform in Germany K-pop goes Global Cultural Proximity (Iwabuchi)-Regionally circulating popular cultural products provide a sense of shared time and common experience of certain postmodernity which cannot be represented well by the American pop culture. Korean pop culture’s success is due to its ability to touch the right chord of Asian sentiments which is giving importance to family.
Hybrid of Asian and Western Culture-Korean pop culture skillfully blends Western and Asian values to create its own, and the country itself served as a representation of what to follow or catch up, both culturally and economically. Factors why Kpop became a global force An Overview How K-Pop Came To Be K-Pop is a musical genre originating in South Korea, consisting of dance, electronic, electro-pop, hip hop, and R&B music
K-Pop has largely grown into a subculture of sorts in South Korea, having a great influence over the fashion and style across the country and also among teenagers and young adults around the world.

Although in a bigger scope K-pop may include other genres of "popular music" within South Korea, outside of the country the term is more commonly used for songs sung by Korean teen idols, Introducing K-Pop Super Junior Wonder Girls Psy Some K-Pop Idols TROT
HIP HOP K-Pop Genres Trot (pronounced “teuroteu”) – the oldest form of Korean pop music, sometimes called ppongjjak

Developed in the years before and during World War II around the early 1900’s

Example: (play music) Trot Korean ballads are characterized as mellow sounds and amorous lyrics which are influenced by the Western styles such as easy listening and American folk songs.

Example: (play music) Ballad It is said to have spread to Korea from the Eighth United States Army (EUSA) bases after the Korean War.

Popular artist that time was Shin Jung Hyeon who started by playing covers of popular American rock for American servicemen in the 1950’s.

Example: (play music) Rock In South Korea, it expanded into a cultural phenomenon in Seoul, Busan, and Daegu an this movement has been growing since early 1990’s.

Example: (play music) Hip Hop Rapid growth in the Kpop industry Founding of SM Entertainment 1995 Debut of Seo Tai-ji and Boys 1992 2000 Incorporating American popular music 1990 Ballad and Ppongjjak (trot) domination of K-Pop music scene 1980 Timeline Basic History of K-Pop Until 1980’s the Korean pop music scene had been dominated by what is categorized by Koreans as ballad and ppongjjak (trot).
Trot was influenced by Japanese music called Enka during Japanese rule over Korea from 1910-1945

 Spread of Korean Rock
Shin Jung-hyeon, referred to as the “Godfather of Korean Rock” developed his own style of psychedelic rock in the ’60s and ’70s.

1988 - Seoul lifted its restriction on foreign travel
Koreans became aware of global trends on music, pressuring local musicians to put change in their music styles. 1980’s and back American popular music was incorporated in Korean pop
E.g. rap, techno, R&B, and hiphop

1995 - Lee Soo Man Founded the SM Entertainment
led to the first K-Pop idol groups
By the late 1990’s, many other agencies like YG Entertainment and FNC Music were also established. 1990’s They debuted on 1992 with their hit song Nan arayo (난 알아요), or “I know”

Their popularity became the start of Korean music revolution and was based on innovative
hybridization of musicHybridization of Music – the band creatively mixed genres such as rap, soul, rock and roll, punk, hardcore, and even ppongjak.

Their formation changing, was a turning point for the establishment of K-Pop style choreography. Seo Tai-ji and Boys 2000 – debut of BoA
2001 – BoA debuts in Japan
2004 - 2005 – Rain’s rise to popularity
2007 – debut of Girls Generation and Wonder Girls
2009 – Wonder Girls’ release their hit single Nobody
2011 – more than 50 new idol groups debuted 2000’s up to the present

Britney doing The Gangnam Style at Ellen Degeneres Show:

TheEllenShow. “Surprise! Britney Learns 'Gangnam Style' from Psy!” Youtube. 10 Sept 2012. Web. 1 Nov 2012.

sment . “Girls` Generation() _ Gee _ MusicVideo.” Youtube. 8 June 2009. Web. 1 Nov 2012.

officialpsy. “PSY - GANGNAM STYLE () M/V.” Youtube. 15 July 2012. Web. 1 Nov 2012

megan raneses. “Vice Ganda Gangnam Style!” Youtube. 15 Aug 2012. Web. 1 Nov 2012

ryanseacrest. “PSY Talks Gangnam Style with Seacrest - PART 1.” Youtube. 10 Sept 2012. Web. 1 Nov 2012

TMZ. “'Gangnam Style' Singer Psy -- Genital Thrusting NEW Dance Move.” Youtube. 12 Sept 2012. Web. 1 Nov 2012

jongsugi. “Psy Today Show concert toyota concert series Gangnam Style 091412” Youtube. 14 Sept 2012. Web. 1 Nov 2012 Works Cited

Seo Taiji Boys' debut. It was first broadcasted in MBC in 1992 where new artists would perform and get judged by a panel of critics. Taiji boys got the lowest score in the show, but the audience differed and changed the way music was done in Korea. Korean music can be divided in two eras: Pre Seo Taiji and Post Seo Taiji. Also, they gave rise to the boy bands that we see in Korea today.

nostalgicBlue. “Seo Taiji Boys 1992 Debut.” Youtube. 8 Aug 2006. Web. 1 Nov 2012.

Trot, pronounced as "teuroteu" in Korean (sometimes called ppongjjak, due to its distinctive background rhythm), is a genre of Korean pop music, and is recognized as the oldest form of Korean pop music.

orienkorean. “Youshimcho - .” Youtube. 30 Dec 2007. Web. 1 Nov 2012.

Until 1980’s the Korean pop music scene had been dominated by what is categorized by Koreans as ballad and ppongjjak. Korean ballads are characterized as mellow sounds and amorous lyrics which are influenced by the Western styles such as easy listening and American folk songs.

The following is an example of Korean Ballad

013pic. “ - (1987) (HQ).” Youtube. 24 Oct 2009. Web. 1 Nov 2012. Thank you for listening! :) Yang, Jeff. “Gangnam Style’s U.S. Popularity Has Koreans Puzzled, Gratified.” The Wall Street Journal. 28 August 2012. Web. 1 Nov 2012. <http://blogs.wsj.com/speakeasy/2012/08/28/gangnam-style-viral-popularity-in-u-s-has-koreans-puzzled-gratified/>
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