作　　者： ;

机构地区： 广东商学院

出　　处： 《文艺生活（中旬刊）》 2013年第1期248-250,261,共4页

摘　　要： 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。 Since the date of release, in South Korea has quickly swept countries and attracted far-ranging ＂Gangnam Style＂ of PSY music circles in many 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 factors 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 Hch and the poor in the world. Moreover, in file 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 economic 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 happiness, which had special and powerful model effect on the happiness of youngsters.

关 键 词： 江南 强势流行 社会学因素 互联网效应 名星效应 娱乐效应 社会效应 经济效应

领　　域： [经济管理] [社会学]