Friedericke Kuhn, Meia van der Zee

Globalisation Gangnam-style: The domination of Gangnam-style in touristic online representations

Introduction

Globalisation gangnam-style: the domination of gangnam-style in touristic online representations. Explore how Gangnam-style dominates online tourism representations of Seoul's Gangnam district, overshadowing traditional heritage. Analyzes cultural globalization's selective processes.

Abstract

This article presents cultural globalisation as a highly uneven and selective process, seeing that the exact nature of this “selectivity” of which cultural elements become globalised has not been intensively studied yet. In the case of online representations of places for the purpose of attracting tourists, certain place-schemata are selected to represent the destination and become globalised, while others are left behind. This study set out to analyze what global processes have allowed the Gangnam-style representation of the Gangnam district in Seoul to dominate its touristic online representation, while traditional heritage of the district which includes a UNESCO heritage site has become subsumed in terms of importance for representing the district online. The article draws on scholars of cultural globalisation such as Appadurai (1990), Harvey (1990) and Ritzer (2002) as well as empirical findings around Gangnam-style and the Gangnam district to analyze these processes of selective globalisation. We found that Gangnam-style becomes easily globalised through its fluid nature, being able to freely move through space and time, as well as being largely devoid of distinct content, which renders it more feasible for purposes of globalisation in this period of the globalisation of nothing. Gangnam-style also represents a certain a lifestyle that fits well into global consumer culture, as it promotes consumption and can easily become commoditized. Because traditional heritage on the other hand still travels “slowly” through time and space and is full of distinct local meanings and less easily commoditized, it is a less feasible place-scheme for representing Gangnam online to tourists. We discuss the implication of this drawing on the theory of the Tourist Gaze 3.0, as well as how the findings relate to authenticity and intra-Asian travel.

Review

This article tackles a highly relevant and underexplored dimension of cultural globalization: the selective processes determining which cultural elements achieve global prominence, particularly in online touristic representations. Using the compelling case of Seoul's Gangnam district, the study investigates how the global phenomenon of "Gangnam-style" has come to dominate the district's online image for tourists, effectively subsuming traditional heritage, including a UNESCO site, in terms of perceived importance. The paper frames this as a crucial inquiry into the exact nature of this "selectivity," providing a pertinent contribution to understanding how places are packaged and consumed in the digital age. Drawing on foundational theories of cultural globalization by scholars such as Appadurai, Harvey, and Ritzer, the research combines theoretical insights with empirical observations of Gangnam-style and the Gangnam district's online presence. The core findings reveal that Gangnam-style's successful globalization stems from its fluid nature, its ability to move freely across space and time, and its largely content-agnostic character, making it easily adaptable and commoditizable within global consumer culture. This "globalization of nothing" paradigm allows it to readily align with contemporary consumer desires. Conversely, traditional heritage, characterized by its "slow travel" through time and space, rich local meanings, and resistance to easy commodification, is deemed less feasible for rapid online dissemination, explaining its diminished visibility in the global tourist gaze. The article extends its discussion to significant theoretical and practical implications, notably engaging with the concept of the Tourist Gaze 3.0, which acknowledges the profound influence of online representations on tourist expectations and experiences. Furthermore, it addresses critical questions surrounding authenticity in tourism and the specific dynamics of intra-Asian travel. By dissecting the mechanisms through which popular culture can eclipse established heritage in the digital sphere, the study offers valuable insights into the evolving landscape of destination branding, cultural consumption, and the complex interplay between local identity and globalized imagery, making it a timely and impactful contribution to tourism studies and cultural geography.

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