CAJ | 학술논문

韩国PSY的《江南style》自发布之日起,似一转眼间迅速风靡多国乐坛,并引起国际媒体的普遍关注,其独创马步舞姿也吸引了众多模仿者,包括艺人名星、政要、甚至菲律宾的千人囚犯.迄今为止,点击率已经超过5亿次,创造了Youtube上获得最多好评的吉尼斯世界纪录,其影响已成为文化传播的经典案例.本文就此进行了深入剖析,归纳出切中时代脉搏的“玩”曲引爆流行的三个因素:一、互联网与名星效应——,借力互联网,引爆流行,进而带动全球传统媒体的热炒与热议.全球众多明星成为“骑马舞”的忠实粉丝,名星效应和从众心理对神曲的传播起到推波助澜的效果.二、娱乐与激情效应——《江南style》风趣幽默、夸张且蕴含讽刺,切中了当今世界贫富沟通的共同神经,加上Psy带着大众“玩一下”中未经“加工”的后天形象以及别具特色的马步舞姿,使受众潜藏的激情被点燃,同时也被一种精神所感染.三、社会与经济效应——广告收入等直接经济效应让中小企业汗颜,神曲强势流行,既显示了网络营销的威力,也给全球低迷经济期吹来一股清新的空气;而教育的社会效益让世界看到快乐无国界教育的正能量,对青少年群体快乐一点通尤其具有强大的范示效应.
한국PSY적《강남style》자발포지일기,사일전안간신속풍미다국악단,병인기국제매체적보편관주,기독창마보무자야흡인료음다모방자,포괄예인명성、정요、심지비률빈적천인수범.흘금위지,점격솔이경초과5억차,창조료Youtube상획득최다호평적길니사세계기록,기영향이성위문화전파적경전안례.본문취차진행료심입부석,귀납출절중시대맥박적“완”곡인폭류행적삼개인소:일、호련망여명성효응——,차력호련망,인폭류행,진이대동전구전통매체적열초여열의.전구음다명성성위“기마무”적충실분사,명성효응화종음심리대신곡적전파기도추파조란적효과.이、오악여격정효응——《강남style》풍취유묵、과장차온함풍자,절중료당금세계빈부구통적공동신경,가상Psy대착대음“완일하”중미경“가공”적후천형상이급별구특색적마보무자,사수음잠장적격정피점연,동시야피일충정신소감염.삼、사회여경제효응——엄고수입등직접경제효응양중소기업한안,신곡강세류행,기현시료망락영소적위력,야급전구저미경제기취래일고청신적공기;이교육적사회효익양세계간도쾌악무국계교육적정능량,대청소년군체쾌악일점통우기구유강대적범시효응.
Since the date of release, “Gangnam Style”of PSY in South Korea has quickly swept music circles in many countries and attracted far-ranging attention of international media in the blink of an eye. His unique horse riding dance has also attracted numerous imitators, including actors, famous stars, important politicians and even thousands of prisoners in the Philippine. Up to now, its click rate has exceeded 500 million, creating the Guinness world record that has got most good comments in Youtube. Its impact has become a classic case in cultural transmission. This thesis carried out intensive analysis on it and concluded three major epidemiological fac-tors ignited by “Gangnam Style”——the Great Popularity"Playing" Music: Firstly, internet and famous star effect--to ignite fashion by internet and further bring along ardent sensationalization and comment by the global traditional media. Famous star effect and band-wagon effect promoted the transmission of this miracle song. Secondly, entertainment and passion effect--by its humorous, exaggerated and sarcastic song, “Gangnam Style”hit the common nerve of communication between the rich and the poor in the world. Moreover, in the process that PSY guided the mass to“have fun”, his“unartificial”acquired image and distinctive horse riding dance ignited the potential passion of the audience, who are simultaneously infected by such kind of spirit. Thirdly, Social and economic effect——its direct e-conomic effect including advising income made small and medium enterprises feel deeply ashamed. The popular miracle song“Gangnam Style”not only showed the power of network marketing, but also brought fresh air in the downturn of global economy; while the social effect of education showed the world the positive energy of borderless education of hap-piness, which had special and powerful model effect on the happiness of youngsters.