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“Gangnam Style”, along with other pop music videos (MVs) available online, gives a valuable overview of the current development of the pop music industry in a transcultural context. Transcultural music is therefore an industrial product without roots in any specific ethnic group. Transculturalism involves the merging of different elements from different kinds of music taking place in an industrial environment. Transculturalism in music: a result of the growing transnational corporations and global marketing network in music industry. Cultural imperialism: occurs as cultural dominance, often increased by the transfer of money and resources from the dominated to the dominating cultural group.Ĥ. Cultural dominance: the process when a powerful society or group within a society imposes its values on another in a formally organised fashion.ģ. This often occurs on a person-to-person level.Ģ. Cultural exchange: a phenomenon which allows newly emerging musical expressions during the process. Ethnomusicologist Krister Malm summarised musical exchange into four categories, which musicians could be directly engaged with :ġ. To understand transculturalism in music, one must first differentiate different models of musical exchange.
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Wong Tsz│ YouTube 2012 super-hit “Gangnam Style” brings new perspectives of how transculturalism can be interpreted in the context of the modern pop music industry. I do agree that with visual aids, certain messages can be notably transported to an individual audience, but it may also undermine the musicality. One thing I find most intriguing in music is precisely the ‘invisibility’ which gives immense space of imagination. In this article, I wish to demonstrate a comprehensive overview of how “Gangnam Style” reflects certain phenomena of Transculturalism.