Galáxia (Dec 2014)
The Numa Numa dance e Gangnam Style: videos musicais no Youtube em múltiplas mediações
Abstract
The Numa Numa Dance and Gangnam Style: musical videos on youtube in multiple mediation – This paper examines the videos The Numa Numa Dance – a 2004 amateur video uploaded by Gary Brolsma and taken as a precursor of viral musical videoclips, and Gangnam Style, by Dj Psy – the official music video of a k-pop song and the most frequently watched videoclip in the history of YouTube, and discusses the mediation process whereby these videos circulate on YouTube from a comparative perspective. The core premise is that The Numa Numa Dance is the precursor of a category of music videos that later help us understand the success of Gangnam Style, and that they both fall within the same socio- technical network that links amateur and professional people, cultural industry and common users. Once they are mapped, these networks reveal important aspects of contemporary musical culture circulating through digital media.
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