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Digital Media

Transformations in Human Communication

Edited By Paul Messaris and Lee Humphreys

The age of digital media has given rise to a new social world. It is a world in which the transmission of information from the few to the many is steadily being supplanted by the multi-directional flow of facts, lies, and ideas. It is a world in which hundreds of millions of people are voluntarily depositing large amounts of personal details in publicly accessible databases. It is a world in which interpersonal relationships are increasingly being conducted in the virtual sphere. Above all, this is a world that seems to be veering off in unpredictable ways from the trends of the immediate past. This book is a probing examination of that world, and of the changes that it has ushered into our lives.

In more than thirty essays by a wide range of scholars, this must-have second edition examines the impact of digital media in six areas – information, persuasion, community, gender and sexuality, surveillance and privacy, and cross-cultural communication – and offers an invaluable guide for students and scholars alike. With one exception, all essays are completely new or revised for this volume.

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Chapter 26: Exploring YouTube’s Impact on International Trade and Tourism: A Case of Korean Pop Music on YouTube (Sehwan Oh, Hyunmi Baek / JoongHo Ahn)

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CHAPTER 26

Exploring YouTube’s Impact on International Trade and Tourism

A Case of Korean Pop Music on YouTube

Sehwan Oh, Hyunmi Baek and JoongHo Ahn

YouTube is a video-sharing Web site established in February 2005. The Web site enables individuals to watch and share user-generated videos. Furthermore, the Web site also serves as an online content distribution channel for creators and advertisers. Although individual users generate most of the content on YouTube, media corporations such as news agencies, TV channels, film studios, and other entertainment companies have realized YouTube’s potential in attracting customers and boosting the sales of their products and services.

Similar to other countries, South Korea’s entertainment industry has also realized YouTube’s potential. In particular, Korean pop (K-pop) record labels such as SM Entertainment, YG Entertainment, and JYP Entertainment have created dedicated channels on YouTube to promote their artists and music by uploading music videos on the Web site. YouTube users can watch music videos and share them with their families and friends. Thus, YouTube has emerged as the most effective and successful marketing tool for K-pop entertainment agencies.

Previously, K-pop was popular only in Asian countries. However, owing to the rapid spread of social media (like YouTube and Twitter), K-pop has gained global recognition and its fandom has spread beyond Asia to the United States and Europe (Oliver, 2012; Yoon, 2010). In December 2011, to meet the growing demand of worldwide consumers,...

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