Opinion Gangnam’s soft power

PSY is the latest and because of his origins,is particularly interesting. True,his hit single and its dance moves are absurdly infectious,with its classic elements of Korean pop (or K-pop): highly energetic and well-choreographed dance routines,extravagant styling and makeup and catchy beats. More than anything else,it symbolises the narrowing of cultural differences in a globalised and wired world,thanks to social media. In foreign policy terms,it is one example of soft power. “Gangnam Style” is one man’s enlightening lesson on how to treat,interpret and showcase a country’s traditional culture,and how it can be merged with other cultures. That was not PSY’s original intention,but thanks to YouTube,that is exactly what he has done.

The “Gangnam Style phenomenon” is now being used by various commentators,including political commentators,to describe the significance of the moment. Many analysts have pointed to the fact that the global success of a particular export,whether it is music,fashion,art or even consumer products,has a major impact on how that country is viewed by the rest of the world. Indeed,the incredible success of PSY’s dance number is being seen as a significant contributor to a variety of trends that are changing the global economy in fundamental ways. Till a few decades ago,the global economy was dominated by products and services from America and Western Europe,including music,theatre,movies,cuisine,etc. The Japanese changed that equation with the success of its electronic products and its cars. Suddenly,the East was no longer a mystery to the West. Japan’s dominance in electronics also raised global interest in the country as a whole,its movies became popular,as did its music,comics and other cultural trends. It transformed from a country known for its consumer brands to a wider cultural brand,which gave everything Japanese a universal boost,from fashion to kid’s toys (remember Hello Kitty?),its martial arts,zen gardens and video games.

Much the same has been happening to Korea. This suggests that the traditional North-South pattern of trade and cultural exchange is making way for soft power from unexpected areas. The made-in-Korea label has long been associated with a handful of companies: Samsung,LG,Hyundai,Posco and Daewoo to name the best known,but now with the PSY phenomenon,the doors are open for an invasion of Korean soft power. K-pop in Korea is ubiquitous,with a conveyer belt of performers and pop artists emerging as if factory-produced. Korean food is already gaining popularity,including in India. Now,music could be the next big thing with a parallel global interest in Korean culture. A recent survey,in fact,found that 80 per cent of respondents said the success of “Gangnam Style” would lead them to buy more Korean goods,not just cars and electronic items,but even cosmetics,clothes,toys and,of course,music.

The PSY phenomenon suggests that the rise of soft power is an idea whose time may have come. Even India is fast becoming a superpower,not just through trade and politics,but through its ability to share its culture with the world through food,music,technology and Bollywood. Shashi Tharoor argues in his latest book that in the long run,it is not the size of the army that matters as much as a country’s ability to influence the world’s hearts and minds. In a world where conflict,terrorism,economic woes and religious divisions dominate,that may not be a bad thing at all.

dilip.bobb@expressindia.com