Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
ย
A webometric analysis of k-pop in hispanic countries
1. A Webometric analysis of K-pop
in Hispanic Countries
Xanat V. Meza
Choi Seong Chol
Professor Han Woo Park
2. Introduction
โข Between 2001 and 2010, Koreaโs aggregate annual
revenue from content exports rose from $12 million to
$172 million
โข Korean pop music has become an important part of
โcontra media flowsโ (Thussu, 2010).
3. Introduction
โข Previous studies have examined the general diffusion of Kpop
including Latin American countries, but no study have focused
on countries sharing a common language.
โข The question of whether reliance on the English-based
cyberspace can limit a more detailed understanding of the
Internet remains unanswered (Goggin & McLelland, 2009).
โข Spanish is the second most widely used language in the
world, with some 495 million speakers (Instituto Cervantes,
2012), and some traditional media outlets have paid close
attention to K-pop in Spanish speaking countries.
4. K-pop today
โข K-pop has become an important cultural asset due to its
strong relationship with television-based music programs and
dramas (Leung, 2012).
โข It is part of the Korean governmentโs strategy to strengthen
the countryโs export-based market economy.
โข K-pop tends to have transnational, hybrid, multi-layered and
multidirectional characteristics (Jung ,2009).
6. K-pop diffusion.
โข In Europe studies about K-pop are few and none of
them have focused on Spain (Hubinette, 2012;
Sung, 2012; Kim, forecoming).
โข In Latin America, Yoon (2010) analyzed the Hallyu
Wave in Chile and Argentina, and Choi & Vargas
(forecoming) in Mexico. The common findings are:
โ The K-pop phenomena is on its first stages.
โ It is focused on a feminine teenager segment.
โ Fans tend to like Asian cultures in general.
7. K-pop diffusion.
โข K-pop has been better recognized and disseminated
in Mexico (Choi & Vargas, 2012).
โข The public broadcaster TV Azteca has been
particularly active in television and SNSs since 2011.
โข The Korean embassy has played an important role in
promoting K-pop through dance contests.
8. The Spanish-Speaking Countries
as Music Crucibles
โข In Spain Christian and Jewish music
mixed with Europe and Middle East
musical influence.
โข Colonial Spanish-American music was
the result of European music mixed with
autochthonous music from the preconquest period and African music
(Bethell, 1984).
โข Independence movements in Latin
America prompted songs with
topical, nationalistic and nostalgic
content (Olsen & Sheehy, 2008).
โข Today Latin America can be viewed as a
multicultural and transcultural heritage.
9. Music as a social factor.
โข Although there is cultural discount in modern
music (Longhurst, 2007) purity of musical
expressions is not possible.
โข Geography influences ecology, which
influences economics, which determines
musical events, instruments, types of
dances, etc. (Olsen & Sheehy, 2088). This can
be referred to as cultural hybridity.
10. Music as a social factor.
โข Ter
Bogt, Mulder, Raaijmakers
and Gabhainn (2010)
constructed a typology of
music listeners aged
between 12 and 29.
โข Enhancing the mood was
the most frequently
mentioned reason for
music use, followed by
coping with problems and
defining personal identity.
11. Music as a social factor.
โข North and Hargreaves (2007a, 2007b, 2007c)
examined the relationships between musical
preferences and a diverse range of lifestyle
choices, verifying that these preferences are
meaningful in terms of the process of group
dynamics.
โข Some of their findings in the context of K-pop
related genders include:
12. Music as a social factor.
โข Hobbies: Fans of hip-hop/rap and dance/house scored
highest on โnon-domestic, intellectually
undemanding, indoor entertainment.
โข Internet access: Fans of current chart pop, R&B and
dance/house music were most likely to have Internet
access, and younger participants were more likely to
have mobile phone access, particularly fans of current
chart pop, R&B, dance/house and other pop music
styles.
โข TV: Fans of current chart pop and other pop music
styles preferred undemanding light entertainment.
13. Music as a social factor.
โข A clear pattern emerging from the data was the
apparent clustering of responses from fans of hiphop/rap, dance/house, R&B, and DJ-based music. This
involved a clear preference for โlow-cultureโ media;
an unusually โmasculineโ approach to interpersonal
relationships; and a desire for more friends (perhaps
indicative of loneliness).
โข Fans of current chart pop had rather unsophisticated
elements in their lifestyles that mirrored the
superficial image of current chart pop (North &
Hargreaves, 2007c).
14. Music as a social factor.
โข Dunn, De Ruyter and Bouwhuis (2012) investigated the
relationships between personality traits and music
preferences by using the Big Five measures (Costa &
McCrae, 1992).
โข They found positive correlations between extraversion
and pop, dance, and rap genres.
15. Music as a social factor.
โข Previous studies have acknowledged the importance
of dance in Hispanic culture (Fraser & Muรฑoz, 1997;
Olsen & Sheehy, 2008).
โข Luck et al. (2010) associated the Big Five measures
with patterns of movements performed with various
types of music.
PC1: Local Movement. PC2: Global Movement. PC3: Hand Flux.
PC4: Head Speed. PC5: Hand Distance.
16. Music as a social factor.
โข Latin music was related to openess, extraversion and
agreeable personality, which in turn were related to
global movement. Open personality was also related to
local movement.
โข Techno music was related to
openess, consciousness, extraversion and agreeable
personality, which in turn were related to local
movement. Extraversion and agreeable personality were
also related to head speed.
โข Pop music was related to extraversion, which in turn was
related to head speed, and to agreeable
personality, which in turn was related to global
17. Music as a social factor.
โข Summarizing:
โข K-pop is compounded by
musical genders
correlated with a low
social status and culture.
โข These musical genders
are correlated with a
wide range of positive
personality traits, which
in turn may prompt an
open communication.
18. Music as a social factor.
โข Summarizing:
โข Latin dance movements are
correlated with certain
personality traits, suggesting
openness to new experiences.
โข K-pop is tailored to appeal to
the largest number of
listeners, and listeners in
Hispanic countries are culturally
predisposed to accept it
because of the special emphasis
on the dance feature.
19. Research Questions
โขWhich is the Twitter network
structure of K-pop diffusion in
Spanish-speaking countries?
โขWhich are its
communication patterns?
โขWho are the main hubs?
How much activity and
relationships do they have
in Twitter?
โขHow is the network
evolving through time?
20. Method: Data Collection
and Analysis Techniques.
Webometrics is โThe study of web-based
content with primarily quantitative
methods for social science research goals
and using techniques that are not specific
to one field of study.โ (Thelwall, 2009, p.6).
Webometrics measures web sites, web pages, parts of web
pages, words in web pages, hyperlinks, and web search engine
results.
21. Twitter
โข
โข
Twitter was launched on July 2006, attracting more than
500 million active users as of 2012 (en.wikipedia.org, 2012).
It generates more than 340 million Tweets and processes
more than 1.6 billion search queries each day
(en.wikipedia.org, 2012).
โข
โข
Twitter consists of a stream of messages with a 140character limit (โTweetsโ)
There are three major types of relationship in Twitter:
โข Follow
Follower
Reply
22. Data collection procedure
โข Tweets from a total of 19 countries were considered.
โข The element was the โkpopโ hashtag.
โข The process included:
โขCollection of global data
โขClassification of data by country
โขNetwork analysis
โขAnalysis of linked URLs
โขAnalysis of hashtags
23. Data collection procedure
โข Tweets from a total of 19 countries were considered.
โข The element was the โkpopโ hashtag.
โข The process included:
โขCollection of global data
โขClassification of data by country
โขAnalysis of networks (degree centrality,
betweeness centrality and pageranks)
โขAnalysis of linked URLs
โขAnalysis of hashtags
24. Results
โข The results indicate
high betweenness
centrality and a large
number of connected
components, suggesti
ng a well-connected
network, although the
eigenvector centrality
implies that the nodes
were isolated.
28. Discussion
โข K-pop is winning a small but growing portion of the
music consumption in Hispanic countries as a result of
combined efforts of public broadcast firms and fans.
โข The main focus of interest appears to be on dance and
collective activities (conventions, mashups, and dance
contests).
โข What is exotic, different, and has rhythm is likely to
become popular.
โข Further research should contemplate more in-depth
analysis on Chile and Panamaโs K-pop diffusion.
