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Twitter Helps with the Success of ‘Gangnam Style’2012-10-31Hit:6444

Twitter helps with the success of ‘Gangnam Style’

According to a study, news spreading through social media used by U.S. pop stars is the key for the success of Psy’s ‘Gangnam Style’. On October 12th, 2012, ‘Media Frontier 2012’ was held at KAIST Graduate School of Information and Media Management. Do-hoon Kim, CEO of Treum, said “Twitter’s influence on Psy’s popularity has been great. Great pop stars such as T-pain, LMFAO, Katy Perry have contributed to the spread of Psy on Twitter.”

According to case analysis on ‘Gangnam Style’, the buzz surrounding ‘Gangnam Style‘ in Twitter has steadily increased. This is verified by the number of tweets: 15,285 (July 31), 29,922 (August 7), 45,707 (August 14), 61,048 (August 21), and 124,310 (August 28). At each date, stars introduced ‘Gangnam Style’ music video links or parodies on twitter.

For example, on September 8, 2012, uploading links of Psy’s ‘Gangnam Style’ Remix on Twitter and Facebook, LMFAO members revealed themselves as fans of Psy. T-pain often mentioned ‘Gangnam Style’ on Twitter; this naturally influenced fans and led to explosive buzz on twitter.

CEO Kim said, “Based on T-pain’s fans, Psy’s Gangnam Style has spread through Asian K-pop fandom (English-speaking) and Korean hip-hop fans for YG (Psy’s agency in Korea)” He defines this as Diffusion Network. He also suggests that one of the most important points for the success of ‘Gangnam style’ should be transformation and reproduction of contents through users’ parodies. There are 9370 ‘Gangnam Style’ parody videos on Youtube.

Kim explains the fact that many people feel free to create and share their story through dance and parody, and this remix caused great amount of indigenous contents. He said, “K-Pop, which was recognized as belonging to Asia, is now enjoyed by Westerners and Hispanics. This proves the worldwide popularity of ‘Gangnam Style’.”

He also said, “Unlike the existing mass media-driven communication, in the social media era, ‘Social resonance’ through the interaction of the general audience can have a big impact on the direction of the entire issue.” He suggests that not only ‘ego analysis’ but also ‘alter analysis’ should be used together to analyze performances.


Contact : Lee, Sohyun ( sohyun.c.lee@kaist.ac.kr )