The world we currently live in is based on an amalgamation of ideas, where some achieve exponential success whilst others fade into obscurity. Malcolm Gladwell, through his book “Tipping Point” addresses the magic moment when these ideas cross the threshold and spread like wildfire (Gladwell, Preface). Moreover, he asserts that there are a number of factors that are at play in virtually every influential trend, ranging from the rise and decline of Airwalk shoes to an alarming escalation in suicide rates among adolescent males in Micronesia.
Objective
This essay examines the cultural legacy of the Korean music video Gangnam Style in context of Malcolm Gladwell’s book “Tipping Point”. The transnational success of Gangnam Style can be attributed to elements in the …show more content…
The first stage represents the initial diffusion period, whereby YG utilized the participations of core K-pop fans through Korean media outlets such as Naver, MediaPlay and DAUM. Moreover, PSY’s video also had other famous Korean comedians and personas such as Yoo Jae Suk, Hwang Min Woo and No Hong Chul, who already had a cult following. Gladwell defines mavens as information specialists, people who connect the rest of the world to information (Gladwell 68). In this case the mavens are those on the social media outlets and online communities who helped spread the content. Their loyal and active nature helped to disseminate content, as they would create their own reaction and dance cover videos. The next phase for the mavens was the fan-subbing phase, where they translate or subtitle foreign media content into the local language. This helped the content pass boundaries and act as a cultural mediator, thus making it a convenient inroad into the global digital space (Hong 2013).
Effect of
Objective
This essay examines the cultural legacy of the Korean music video Gangnam Style in context of Malcolm Gladwell’s book “Tipping Point”. The transnational success of Gangnam Style can be attributed to elements in the …show more content…
The first stage represents the initial diffusion period, whereby YG utilized the participations of core K-pop fans through Korean media outlets such as Naver, MediaPlay and DAUM. Moreover, PSY’s video also had other famous Korean comedians and personas such as Yoo Jae Suk, Hwang Min Woo and No Hong Chul, who already had a cult following. Gladwell defines mavens as information specialists, people who connect the rest of the world to information (Gladwell 68). In this case the mavens are those on the social media outlets and online communities who helped spread the content. Their loyal and active nature helped to disseminate content, as they would create their own reaction and dance cover videos. The next phase for the mavens was the fan-subbing phase, where they translate or subtitle foreign media content into the local language. This helped the content pass boundaries and act as a cultural mediator, thus making it a convenient inroad into the global digital space (Hong 2013).
Effect of