Service Marketing and Relationship Marketing Report - HC2112 T2 2019

This report analyzes the application of service marketing and relationship marketing principles, using the global phenomenon of Gangnam Style as a case study. The report begins by applying Lasswell's model of communication to dissect the success of the music video, examining the sender (Psy), the message content (catchy music and dance moves), the channel (social media and traditional media), the receiver (global audience), and the effect (viral success). It then explores how the content of the video, including its catchy dance moves and the use of the word "Oppa," contributed to its viral nature and the value it added to consumers. The report highlights the role of YG Entertainment's strategic marketing campaign and the impact of the video's content on its widespread success. Finally, the report includes a list of references used in the analysis.

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Contents
Laswell’s Model of Communication on Gangnam style.................................................................2
Communications content adds value to consumers of Psy’s music................................................3
Impact of content on video’s success..........................................................................................4
References........................................................................................................................................6

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Laswell’s Model of Communication on Gangnam style
Laswell’s Model of Communication is established by theorist Harold D. Lasswell (1902-1978) in
1948 that is observed as one of the most significant model of communication. The components
of this model are discussed on the case of “Gangnam style”.
Who: - It involves the person who will communicate about the “Gangnam style” (Sapienza, Iyer
and Veenstra, 2015). In the case, the South Korea rapper and musician Psy (real name Park Jae-
Sang) burst onto the world stage with their new music video that is about Gangnam Style. Thus,
the sender is the rapper and musician to the people in market.
What: - What in the model include the content of message that is communicated. Gangnam style
is music videos that involve catchy music and dance moves. It is related with the lifestyle of the
Gangnam District of Seoul.
In which Channel: - The model shows medium of communication through which the music is
reachable to people. Gangnam style video got viral and it is considered as one of the most
watched video all the time among people (BBC News, 2012). It presently remains with the title
with more than 1.6 billion counting and views. Before the launch of the video, Psy’s record label
YG Entertainment build up the existence for maximum reach across the different number of
channels. They line-up of the artists has the accounts across the different social media platforms
with the millions of subscribers on Your Tube, fans on Facebook and followers on Twitter (Shin,
2016). YG Entertainment has also formed the partnership with the different influential players in
the music industry that are Will.i.am and websites such as AllKpop.com (The Drum, 2012). It
has been witnessed that these preparations has been don with the motive to get the high-volume

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views and reach from day one. After the launch of the video, the initial high volume was
leveraged with the motive to get the attention more through the generalist and traditional media
sources. The intial popularity of the song was covered with the help of the online technology
publications that include Gawker and Gizmo that contribute effectively by traditional media
powerhouses that include Billboard, CNN and Skynews. The integrated communication was
effective due to which title for more than 1.6 billion counting and views has been done.
To whom: - It involves the receiver of message or an audience (Wenxiu, 2015). Gangnam style
was introduced by the South Korea rapper and musician Psy for their audience that is the public.
It involves the people across the world who all loves the music and dance steps. The person to
whom message is communicated involves people who like the different and attractive dance
moves. Consumers of Psy’s music are the major customers on which focus has been done by the
South Korea rapper and musician Psy (BBC News, 2012). Along with this, the content of the
music is majorly for the people of South Korea who are familiar with language.
With what effect: - The response of receiver to the sender is one of the elements of model. The
Gangnam style has won the heart of people which include the musician, music and dance lovers
and many other who appreciate the Gangnam style video. This is the reason due to which the
video got more than 1.6 billion views in time duration of just 4 months.
Communications content adds value to consumers of Psy’s music
After watching video of Gangnam style, communications content adds the value for the
customers of Psy’s music. The video content communicates about the fun at consumerism of
Gangnam that is an affluent suburb of South Korean Capital Seoul. The portly Psy dances in the
video though he is trotting a horse by holding the reins and spinning a lasso in such a method

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that it flashed a global craze of dance. Consumers of Psy’s music are happy to see the content
that is communicated to the people across the world. Along with this, there is no-copyright and
“Style” suffix of the title of the song’s which is played among the big parts that allow the persons
to easy accept it, re-style it and then spread the song (Chang, 2012). This adds value for their
consumer of Psy music, as it will be honour for them that diverse people are accepting their style
and presenting it in different manner. Apart from relying on internal team of the communication,
Psy has invited as well as complied recommendations for the entire community to from the new
moves. Thus, this makes the consumer of Psy music to feel valuable and addressing to the people
by motivating them to bring the new move that might become the motivation.
Impact of content on video’s success
The content of the video include the catch move and words that is there on the mouth of every
people. The world “Oppa” means Older brother in English that is catchy word used in the
content of video. This makes the video viral and becomes the reason behind the success of video.
The content of the video involve the catchy dance move that is copied by many dancers and the
word Oppa is searched and used by many people which leads to the success of the video (Acuna,
2012). Psy “Gangnam Style” video is dedicated to their native country due to which they have
reflected their own culture in the video. Psy’s communication through the video is appreciated
by any of the anti-pop idol who is comfortable with their native and language that is used by
them. The platforms and audiences found the song eye catchy due to cheerful flashy colours that
are being attractive for the kids. The dance song consists of the combination of high profile and
up-to-date characters such as a dancing boy that belongs to the South Korea show and has
recognised Korean entertainers/comedians. Thus, these are the reason due to which video is
successful in the market.

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References
Acuna, K. (2012) Here's The English Translation Of 'Gangnam Style' [Online]. Available from:
https://www.businessinsider.com/gangnam-style-translation-2012-9?IR=T [Accessed on 21st
September 2019]
BBC News (2012) Gangnam Style becomes YouTube's most-viewed video [Online]. Available
from: https://www.bbc.com/news/technology-20483087 [Accessed on 21st September 2019]
Chang, D.R. (2012) Marketing, Gangnam Style [Online]. Available from:
https://hbr.org/2012/09/marketing-gangnam-style [Accessed on 21st September 2019]
Sapienza, Z.S., Iyer, N. and Veenstra, A.S. (2015) Reading Lasswell's model of communication
backward: Three scholarly misconceptions. Mass Communication and Society, 18(5), pp.599-
622.
Shin, R. (2016) Gangnam style and global visual culture. Studies in Art Education, 57(3),
pp.252-264.
The Drum (2012) Case Study: How Gangnam Style went viral with a strategic marketing
campaign from YG Entertainment [Online]. Available from:
https://www.thedrum.com/news/2012/10/30/case-study-how-gangnam-style-went-viral-
campaign-yg-entertainment [Accessed on 21st September 2019]
Wenxiu, P. (2015) Analysis of new media communication based on Lasswell’s “5W”
model. Journal of Educational and Social Research, 5(3), p.245.

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