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  • As of 11th January 2013, Gangnam Style had been seen 1.161 billion times
  • As of 11th January 2013, Gangnam Style had been seen 1.161 billion times
    Lars Plougmann, Creative Commons (2012) ©
CASE STUDY

Gangnam Style: what's in a fad?

The demand for fads has never been greater, and social media is the perfect breeding ground. Gangnam Style has a lot to teach about what makes a craze (and why we need them in the first place).

Location Global

Scope
The demand for fads has never been greater, and social media is the perfect breeding ground. You may be sick of Gangnam Style, but there's still plenty to learn from it about what makes a craze (and why we need them in the first place).

From 50 Shades of Grey to Kony, 2012 had more than its fair share of fads, cultural crazes and memes. Yet a music video by South Korean rapper PSY was, undeniably, the year's defining sensation. It was Gangnam Style: the biggest phenomenon of them all.

Commentators are divided over its merit. Some ...

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