The world is currently in thrall to a fat Korean Psycho who is spouting anti-capitalist messages and blowing things up. Ordinarily America would be up in arms, but its defence forces are too busy learning the horse-dance and chorusing "Heeey sexy lady" to properly react. Shots have been fired, lifeguards have been fired, but Gangnam Style fever continues unabated: the music video has had more than 262m views on YouTube and made history as the most liked video ever.
If you're Googling "What's Kim Jong-Un done now?", you've got your Koreas confused – which, as any Olympics official knows, is an easy mistake to make. The Psycho in question is actually the nom-du-rap of South Korean Park Jae-sang ("Psy" for short) who is quickly becoming South Korea's most successful export ever. Since the song was released in July, Psy's been signed by Justin Bieber's management, performed on Ellen, and collaborated with Jill Stuart on a Gangnam-inspired fashion line. Even Samsung is trying to cash in on Psy's success, making him the new endorsement model for its range of kimchi refrigerators.
That Psy is promoting upmarket frocks and luxury fridges is somewhat ironic, considering Gangnam Style's lampooning of the rampant consumerism that pervades what has been described as South Korea's Beverly Hills. The song's lyrics, for example, poke fun at soybean-paste girls who eat cheaply in private so that they can afford to drink mocha frappe lattes in public. Of course, this social commentary is largely lost on non-Korean speakers who don't know their kimchi from their Kim Lee; it's hardly Gangnam Style's political message that is behind its success in the west. So what is? How on Earth has the song become so popular, when, as one CNN anchor blithely notes, no one has any idea what Psy is rapping about?
Well, there's the fact that Gangnam Style is ridiculously catchy, but that alone doesn't explain the song's meteoric rise. Essentially, it is just an over-the-top video where a fat man does a comical dance and sings repetitive lyrics that don't make sense to most of us. Which basically describes every Flo Rida song ever. This is partly the point of the video, which parodies not just cultural mores specific to South Korea, but cultural excesses easily recognisable to western viewers. Gangnam Style's lyrics may be in Korean, but its visuals are in clear American. It is a pastiche of pop video cliches so familiar you almost feel you know what Psy is singing.
The video also contains the seeds of its own reconstruction – which goes a long way to explain its success. The dance moves are simple enough to mimic and easily copied scenarios – such as the elevator scene – call out to be aped. Psy has produced a video that is born to spawn and has further facilitated this by waiving his copyright. This stands in high contrast to many western hip-hop stars who have been slow to relinquish control of their "intellectual" property in the same way (take Jay-Z's Empire State of Mind, for example, which quickly generated a host of YouTube tributes that were quickly removed by EMI).
Psy's relaxed attitude to his tributes has meant that Gangnam Style has already enjoyed a prolific after-life. Everyone has made their own version, which only adds to the success of the original. Nevertheless, I can't help thinking that there is a slightly odd dynamic at work in this mimicry. For one thing, Gangnam Style is itself a parody. If a spoof spoofs a spoof then what's that spoof spoofing? What, exactly, is the source of all that hilarity?
The last time the west laughed so uproariously at a Korean singer was when an animated Kim Jong-il bewailed how "ronery" he was in the film Team America, and how nobody took him "serirousry". The puppet had a point: popular western media doesn't tend to take east Asian men seriously – even when they're brutal dictators. The stereotype of a portly, non-threatening Charlie Chan-type who speaks "comical" English is still very much alive, apparent in everything from hungry Kim Jong-un memes to Abercrombie and Fitch T-shirts. And it's hard to escape the uncomfortable feeling that this stereotype is contributing something to the laughter around Gangnam Style.
Comments
24 September 2012 12:40PM
Couldn't be long before a clearly comedic video going viral had to be considered an ethical dilemma by someone in the Guardian.
This really is the most miserable paper in the UK sometimes. Can't you just let it be?
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Share24 September 2012 12:42PM
Arwa
Shouldn't you be haranguing Psy rather than anyone else?
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Share24 September 2012 12:44PM
Was it supposed to?
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Share24 September 2012 12:44PM
Speaking of stereotypes, are those knowing speech marks meant to suggest that Western hip-hop stars are thick?
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Share24 September 2012 12:44PM
And it's hard to escape the uncomfortable feeling that this stereotype is contributing something to the laughter around Gangnam Style.
Just as the British felt stereotyped when the US took to Benny Hill.
Ergh, no we didn't.
Lighten up.
It's pop music.
Why do certain Guardian writers spend so much time looking for the 'socio-political' context ?
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Share24 September 2012 12:45PM
Sometimes things are just funny.
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Share24 September 2012 12:46PM
The North Korean parody with Park Geun-hye was pretty excellent, they've taken it down since (probably because North Korea runs its web servers on a Commodore 64 and more than three people trying to watch a video crashed it out). It reminded me of the Worker & Parasite mock-Soviet cartoon on the Simpsons.
I have the feeling this whole Gangnam style thing is a clever marketing push by K-pop promoters. I vaguely remember reading somewhere they were trying to crack the western market. It's worth a huge wad of cash over there.
As for the broader point about stereotypes? Phfft. The internet doesn't take anyone seriously. You might as well say the condescending Wonka meme is indicative of a deep cultural malaise the West has as a result of mass deindustrialisation and an increasingly aloof capital class.
Actually, that may be the Guardian's next comment piece.
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Share24 September 2012 12:46PM
What did you think pop music was for?
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Share24 September 2012 12:46PM
It's the HORSEY DANCE. That's why it's funny, that's the only reason.
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Share24 September 2012 12:49PM
A stereotype in mass-produced popular music? Are you sure?
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Share24 September 2012 12:49PM
Doenjang jjigae is really tasty.
I would happily forego a latte from Starbucks for a bowl of Doenjang jjigae.
Starbucks is crap
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Share24 September 2012 12:50PM
Excellent PoP video ... such fun!
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Share24 September 2012 12:52PM
This article does little to overturn tired stereotypes of overly PC liberals with no sense of humour.
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Share24 September 2012 12:52PM
"Why do certain Guardian writers spend so much time looking for the 'socio-political' context ?"
To earn a crust ! Quite shameful really, but that's the Guardian !
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Share24 September 2012 12:54PM
And here was I thinking it was all just a bit of harmless fun.
That's because it is.
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Share24 September 2012 12:54PM
It must be horrible waking up every morning looking for offence in the most innocent of things.
Talk about scraping the barrel looking for examples. Charlie Chaplin mocked ol' Adolf (Godwin claxon sounds). It's just a bit of fun.
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Share24 September 2012 12:55PM
Also, I've never been to Korea so I only think this is a stereotype of Korean men because Arwa Mahdawi suggested it was.
Could Arwa be projecting?
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Share24 September 2012 12:55PM
http://www.youtube.com/watch?v=qLH6PidZ-7I
The only version that matters.
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Share24 September 2012 12:56PM
It's a catchy tune that is it.
I honestly don't know how you get out of bed in the morning.
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Share24 September 2012 12:57PM
Looking forward to watching my daughters trying to crack this dance, not looking forward to full-scale media carpet bombing with this video/song until it's not funny anymore. Don't want to see Richard and Judy or their modern day equivalent trying it out for the housewife/student demographic.
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Share24 September 2012 12:58PM
And there was me thinking it was just bloody hilarious. I'll remember to check my brain impulses for prejudice the next time I watch it.
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Share24 September 2012 12:58PM
If you are that worried, then why did you post a link to the video?
You have to laugh at the liberal guilt complex. You have re-enforced THAT stereotype really well.
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Share24 September 2012 1:00PM
The fact that people get annoyed by po-faced articles like this is half the reason why the Guardian does it. People will read them if only to get annoyed. Don't you get it???
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Share24 September 2012 1:01PM
Step 1: Find latest pop culture phenomenon.
Step 2: Desperately seek a way to hang wring about it.
Step 3: Somehow get published in the Guardian.
Step 4: No profit. Profit is for fucking capitalists.
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Share24 September 2012 1:02PM
I've got to say that I do think this is a super-funny video and all the parodies are just lighthearted fun.
But I do reckon that Western media does tend to portray stereotypes of East Asians as either slightly comical or Kung Fu masters. Just the same way that Arabs are often terrorists and Brits are often uptight and posh in American movies.
And it seems that this would inevitably play some part in the way that the West is consuming the video. Its looking at in the context of other stereotypes that its used to seeing on screen.
But I'm certainly not finding offence in Gangnam - just raising a point which I think is valid.
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Share24 September 2012 1:02PM
haha gotta love the Guardian
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Share24 September 2012 1:03PM
HEYYYYYY
SEXY LAAA-DY
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Share24 September 2012 1:04PM
Ah, The Guardian, where laughing at a joke from overseas is inherently racist.
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Share24 September 2012 1:05PM
"And there was me thinking it was just bloody hilarious. I'll remember to check my brain impulses for prejudice the next time I watch it"
To be on the safe side,run it past a Guardian writer.:they will be able to tell if you are being prejudiced. Do not trust yourself. You have been warned !
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Share24 September 2012 1:05PM
'If a spoof spoofs a spoof then what's that spoof spoofing? '
Erm..what? You lost me there.
I assumed it just a video of a portly south korean man doing a silly dance while singing a catchy tune in Korean
Or maybe I overanalysing it?
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Share24 September 2012 1:06PM
I love K-Pop. Its fun, light hearted, cheesy and perfect pop. People who don't get it are probably trying to over-analyze it in the manner of Sheldon from Big Bang Theory, once you try and over analyze something simple and fun, you ruin it!
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Share24 September 2012 1:06PM
I watched it, but didn't get the joke. It was just another pop video.
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Share24 September 2012 1:07PM
Trust me, South Koreans are delighted to be noticed internationally for any reason. My wife, who is South Korean, tells me with pride everyday about the latest american TV show Psy has been on. She is completely unconcerned by whatever stereotype foreigners may or may not be erroneously decoding from it
I dislike the uniformity and cliched nature of K-Pop in general but finding anything negative about Psy or Gangnam Style, which is just not-taking-itself-seriously unpretentious fun, seems ridiculous to me.
Your connection to Kim Jong Il is baffling too. The only link being that they are both slightly tubby Koreans. Living in Korea, lot of my friends in England chat to me about it as a natural topic of conversation and you are the first westerner I have ever heard make the connection.
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Share24 September 2012 1:08PM
fat man horsing about and taking the piss. what's not to like?
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Share24 September 2012 1:08PM
* it is just...
* I'm overanalysing
(edit function please....)
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Share24 September 2012 1:08PM
Good lord.
The Guardian truly has become a parody of itself.
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Share24 September 2012 1:08PM
I can see now how the Nazis and fundamentalists you know what but I cannot say as I'll be arrested types have managed to gain power leading to repression and eventually, major loss of life.
Those with little to no sense of humor, and a huge chip on their shoulders are unable to take a joke.
I saw the video for the first time yesterday and thought it was great fun and made me want to dance in that funky way. I made no judgement on the race or other of the participants, just as I make no judgement on the participants of any other video.
Get over yourself before this country becomes as bad as NORTH Korea.
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Share24 September 2012 1:09PM
He's not fat - he's just not as paper thin as western models
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Share24 September 2012 1:10PM
really? damn, i must be really behind the times. there was i thinking of all east asians as martial arts experts like bluce ree.
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Share24 September 2012 1:10PM
I'm not sure about the socio-political argument presented here. I think it is overstated just a little.
But I did watch the video and thought it was just plain unfunny. Really bad.
It's a shame that 262 million people can get behind something like this and ignore so much else in the world more worthy of their attention.
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Share24 September 2012 1:10PM
http://www.youtube.com/watch?v=5JsE024yedM&feature=related
Newport State of Mind.... go on you know you want to watch it again.
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Share24 September 2012 1:12PM
"It is a pastiche of pop video cliches so familiar you almost feel you know what Psy is singing."
I think you might have just answered your own question Arwa.
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Share24 September 2012 1:12PM
Why do people keep saying that the video is funny. Since when was bad dancing and mild mysogynism funny?
Actually...I just remembered that lame dance teacher and the number of hits his "hilarious" videos got. I must just not be normal...I thought it was shit, but it was at least aware of the fact, unlike numerous western acts, who think they are actually ganstas or divas, rather than just. playing at one.
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Share24 September 2012 1:12PM
Ha ha, excellent! Would you mind if I borrowed it?
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Share24 September 2012 1:12PM
"The Guardian truly has become a parody of itself."
The Guardian has become a parody of itself! Take a drink everyone!
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Share24 September 2012 1:13PM
Why do so many Guardian readers complain when other people use their brains? It's not like anybody's forcing you to read it.
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Share24 September 2012 1:14PM
I generally agree with the sentiment here, but that said it is legitimate to analyse cultural phenomena like this.
Where you are right is that laughing at someone who is deliberately being comically and feeling guilty as to why you are laughing and imagining deep-seated psychological racism, evinced by 10 year old minor T-shirt scandals is a fairly tedious Guardian trope.
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Share24 September 2012 1:14PM
"Essentially, it is just an over-the-top video where a fat man does a comical dance and sings repetitive lyrics that don't make sense to most of us."
1. he's not fat, especially by western standards.
2. the colour is super-saturated, like most of the crap you watch on tv - your brain is addicted to bright colours.
3. what is over-the-top about it? looks like my average weekend.
4. it's awesome.
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Share24 September 2012 1:15PM
Was he fat? Honestly, I hadn't noticed--he looked pretty normal to me.
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Share24 September 2012 1:15PM
This guy and Crazy Frog belong in a steelcage death match.
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