The Diffusion of Music Via YouTube: Comparing Asian and European Music Video Charts
This research aims to study what role YouTube – arguably the largest and most popular video sharing website in the world – plays in the globalization of pop music. As a transnational medium, the internet has the potential to diminish the impact of cultural centrality and cultural proximity in explaining cultural flows. We conducted an empirical analysis of YouTube’s music video charts. In particular, we focused on the transnational music flows between Europe and Asia, with special attention paid to the positions of Japan and South Korea. The former is the second largest music market in the world, while the latter is increasingly associated with successfully exporting its local pop music (K-pop) in the digital era. The results show that the internet has closed the gap between cultures from different parts of the world to only a limited extent. At the same time, we found that artists from South Korea had the strongest presence in the South-East Asian charts, with greater cultural centrality than the US and Japan. The implications of these findings are discussed below.
KeywordsYouTube Cultural globalization Cultural flows Pop music K-pop
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