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Rethinking Transmedia Storytelling in Participatory Digital Media: What makes PSY's "Gangnam Style" so successful?

Title
Rethinking Transmedia Storytelling in Participatory Digital Media: What makes PSY's "Gangnam Style" so successful?
Author
김수철
Keywords
Digital fandom; Korean pop (K-pop); Meme video; Socialmedia; Transmedia storytelling; YouTube
Issue Date
2016-10
Publisher
Medwell Journals
Citation
Social Sciences, Volume 11, Issue 23, 2016, Page. 5674-5685
Abstract
This study examines some issues regarding transmedia storytelling in the context of Korean Pop (K-pop). Focusing on the recent success of "Gangnam Style" by PSY, a Korean pop-singer which has been widely distributed primarily through YouTube, this study will investigate the diffusion and reception process of the "Gangnam Style" music video as Hallyu (Korean Wave) content. Particularly, this study analyzes a variety of "Gangnam Style" meme videos which have also been diffused through YouTube. This study suggests that meme videos are significant content as well as objects of study that are mainly distributed, received and produced by contemporary popular music fans and thus help us understand what fan-based transmedia storytelling is like and how it works in online popular musicindustries which are increasingly influenced by digital media technologies such as YouTube and Twitter. We conclude this study by discussing the implications of the success of "Gangnam Style" content including the meme videos in thinking about the meanings and strategies of transmedia storytelling in the seemingly expanding popular music (particularly K-pop) industries in Korea and beyond. © Medwell Journals, 2016.
URI
http://medwelljournals.com/abstract/?doi=sscience.2016.5674.5685https://repository.hanyang.ac.kr/handle/20.500.11754/100568
ISSN
1818-5800
Appears in Collections:
RESEARCH INSTITUTE[S](부설연구소) > HANYANG PEACE INSTITUTE(평화연구소) > Articles
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