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Abstract
Web 2.0-based cultural diffusion occurs not only through viral word-of-mouth communication but also through Internet memes in which cultural consumers review, resemble, and recreate old cultural components, resulting in the creation of new cultural forms. YouTube features a platform for memetic creation with a host of user-generated parodies, reviews, and mashups derived from viral videos. This study examines the cultural ecosystem of YouTube memes inspired by Korean artist Psy’s viral production “Gangnam Style.” The study focuses on the salience of various genres of YouTube memes and structural connections between memetic videos. According to the results, the viral video of “Gangnam Style” sparked a sizable amount of user creativity, including remixes, parodies, self-directed performances, and reviews, among others. A network analysis of connections between memetic videos shows that various memetic genres drew different levels of audience attention and actions across various stages of the 3-month-long diffusion process. In addition, the content of the traditional mass media played a key role in giving the viral video wider publicity and acknowledgement, but this role was later shared by user-generated content.
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Notes on contributors
Weiai Wayne Xu
Weiai Wayne Xu (Ph.D., State University of New York—Buffalo) is a postdoctoral researcher at Northeastern University in Boston, MA. His research interests include social media analytics, social networks, and social capital.
Ji Young Park
Ji Young Park (M.A., YeungNam University, South Korea) is a doctoral candidate in Eastern Asia Cultural Studies at Yeungnam University and researcher at the Cyber Emotions Research Institute. Her research areas include Eastern Asia` social media, cross-cultural and intercultural communication, and new media and digital technology.
Ji Young Kim
Ji Young Kim (M.A., YeungNam University, South Korea) is a doctoral candidate in the Department of Media and Communication at YeungNam University, South Korea. She is a senior researcher of the Cyber Emotions Research Institute and her interests lie in the field of new media and digital culture.
Han Woo Park
Han Woo Park (Ph.D., State University of New York—Buffalo) is a professor in the Department of Media and Communication, Interdisciplinary Program of East Asian Cultural Studies, and Interdisciplinary Program of Digital Convergence Business at YeungNam University, South Korea. He conducts research on social networks and the role of communication in scientific, technical, and innovative activities. Han Woo Park is the corresponding author.