초록

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Abstract ▼ AI-Helper

This paper examines some issues regarding transmedia storytelling in the context of K‐pop(Korean pop). Focusing on the recent success of ʹGangnam Styleʹ by PSY, a Korean pop‐singer, which has been widely distributed primarily through Youtube, this study will investigate...

This paper examines some issues regarding transmedia storytelling in the context of K‐pop(Korean pop). Focusing on the recent success of ʹGangnam Styleʹ by PSY, a Korean pop‐singer, which has been widely distributed primarily through Youtube, this study will investigate the diffusion and reception process of ‘Gangnam Style’ music video as Hallyu contents. Particularly, this paper analyzes a variety of ‘Gangnam Style’‐meme videos, which has been also diffused through Youtube. This paper suggests that meme videos are a significant content as an object of study that is mainly distributed, received and produced by many contemporary popular music fans and thus helps us understand how fan‐based transmedia storytelling works in online popular music industries. We conclude this study by discussing the implications of the success of ‘Gangnam Style’ contents including the meme videos in thinking about the meanings and strategies of transmedia storytelling in seemingly expanding popular music (particularly K‐pop) industries in Korea.

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