The Story of a Transnational Phenomenon (7-8 pages)
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Project3_ENG107.docxProject 3: The Story of a Transnational Phenomenon (7-8 pages)
Context:
South Korean pop artist Psy’s smash hit single “Gangnam Style” was more than just a song. It was a cultural phenomenon. The video went viral on YouTube, garnering over 600 MILLION hits in just three months (YouTube.com). “Gangnam Style” was remade and parodied by hundreds of people all around the world. Psy’s popularity crossed over from South Korea to many countries including the United States. He granted interviews to the Today Show and the Ellen DeGeneres Show, danced “Gangnam Style” with Britney Spears, and become one of the most popular Halloween costumes of 2012. And through that buzz in the United States, one thing remained the same: the song was sung in Korean (not English).
“Gangnam Style” is one of the many K-Pop (Korean Pop) songs in what Chinese journalists called the Korean wave (韓流), “a phenomenon that refers to the onslaught of South Korean entertainment in Asia and, more recently, in other parts of the world” (Valerio). Despite differences in language, Psy’s song is now a mainstay in popular (pop) culture in the United States and beyond. However, Psy’s “Gangnam Style” is definitely not the first K-Pop song to exist: groups like 2NE1 and BIGBANG are certainly popular in Korea, but they did not make as big of a splash as Psy’s hit. What was it that made “Gangnam Style” so popular? Why Psy? Was it Psy’s appearance? The dance associated with the song? The music itself? The lyrics? The splashy, fun music video? Or is it the catchy concept, “Dress classy and dance cheesy”? And what has been the influence of this song on international music in the US since 2012 (Think about “Despacito”)?
Assignment:
Write an essay that analyzes a transnational phenomenon: a song, movie, blog, food, book, fashion style, celebrity, etc. To do this essay well, you will need to explore the criteria that help explain what makes a cultural artifact popular in one context and consider how the same criteria may or may not apply to another context. Then, choose your phenomenon. It should be something that has crossed over at least one international border. Once you have identified your phenomenon, you will need to find two (2) articles or stories about it to find out what has been said about it and its reception--both within its original cultural context and in other countries. The literature may include various media, including newspaper and magazine articles as well as blogs, parodies, or comments on interactive websites. You may even find articles about the artifact in academic journals. Then, using the sources you have identified as well as your own analysis of the phenomenon, write an essay that describes the phenomenon and explains why it has become the international success that it has. You may also consider how the artifact has been and can be adapted to audiences in different locale. Based on your analysis, also consider its implications for transnational pop culture as a whole, for other pop culture phenomena from similar cultural contexts, or for the future of the phenomenon that you have examined.
Objectives:
Through this project, you will learn to:
· Use discussion with peers to explore and develop ideas
· Synthesize ideas and information from multiple sources
· Engage in research in multiple venues, such as the library and internet resources
· Explore an idea from multiple dimensions
· Analyze an artifact (object, concept) by developing or exploring criteria
· Present your ideas and analyses
· Consider the implications of your analysis
Audience:
For this project, your audience will be readers of an entertainment magazine. You could choose a publication that is specific to the type of pop culture artifact you are examining (e.g., movies, video games, or music). You could write for a pop culture magazine in general that cuts across different kinds of artifacts. You might choose a magazine or publication that is specific to the particular culture where your artifact originated. Or, you can write for an age-specific magazine, such as a publication that targets college-age readers.
Your readers could include music lovers, movie buffs, or food fanatics. Or, they might be members of a mass audience who are curious about, interested in, or surprised by the shift in today’s pop culture scene.
Organization:
There are several specific steps you should take to complete the final written copy of this feature magazine article. First, get the attention of your audience by identifying your chosen phenomenon and explaining its transnational status. Next, provide a detailed description of the phenomenon and how it has been received in different cultural contexts. Then, write an analysis of what makes the artifact popular. You may follow with a discussion of how it may be adapted (if applicable). Finally, include a discussion of the implications--what the artifact says about transnational pop culture in general or about pop culture from similar cultural contexts, or about the future of the artifact under consideration.
Person and Tone:
You are writing an essay that is supposed to look like an article in a magazine. Therefore, do not use first (I) or second (you) person in this essay. Use third person (he, she, it) only.
Images and Videos:
You will need to include images and/or videos of your phenomenon in this essay. You may include a maximum of 5 images and/or videos. Like Project 2, these images should not be larger than 1/8 of the page. You will need to include your images/videos in your Works Cited page.
Work Cited
Valerio, Anna Patricia. “Catching the Korean wave.” Bworldonline.com. Business World Publishing Corporation, 20 Sep. 2012. Web. 29 Oct. 2012.
