On PSY and the American Consumption of the Asian Male

At 150 Million views on YouTube, South Korean hip-hop artist PSY's song and music video for "Gangnam Style" has gone beyond viral. On statistics and hype alone, chances are you've heard of it as well.

Being an avid follower of K-pop for the last four years (and the Korean entertainment culture as a result), I had previously heard of PSY through his entertainment agency, YG, who backs the likes of K-pop big wigs Big Bang and 2NE1.

34 Years old and in the game for more than a decade, PSY was known for being a K-entertainment vet, well respected for his talents in rap lyricism, energy and stage charisma.

My social media feeds have been drowning in updates and links on PSY for the past month. As my very hands type this to you right now, another friend has just linked me to a PSY concert in New York City. This kind of publicity, this kind of hype in the US market is what K-pop artists have been fighting the hard fight for, for years. The girl group Wondergirls had even moved to the United States for two years in 2009 to try to make even a dent in the U.S. market, with little to no avail. 9-person girl group Girls Generation's American apex occurred when they performed their English single "The Boys" on Late Night with David Letterman in early 2012.

K-pop has never seen what is currently happening with the PSY phenomenon, and fellow K-pop artists and South Korean citizens themselves are filled with bewildered pride.

The popularity of the "Gangnam Style" song and music video had left me wondering as well just what the pull was for the American audience.  What makes him so palatable for American consumption? As mentioned before, 34-year old PSY hovers a tad older than the usual Top 40 artist. His childlike facial features and stocky appearance don't leave many arguing sex appeal. Not your typical pop sensation, to say the least.

I do believe that "Gangnam Style" is an accurate example of PSY's talents in rap, energy and just being a good entertainer, but I also believe these traits are overshadowed (for most of the American audience, anyway) by the sheer kitsch of the song and video. I argue that "Gangnam Style's" cartoon-y, wacky appearance  feeds perfectly into many American's Orientalist and racializing belief of the sexless, camp Asian male.

Only earlier this year were American sports enthusiasts having trouble choking down the idea of an Asian American male in the NBA. Comments about the nature of this player's anatomy, intelligence and overall Chinese-ness were made- comments that were saddening but unsurprising to me. With the lack of representation of Asians and Asian Americans in mainstream American media, much of the American public is still hopelessly unaware of the variation and nuance of Asians and Asian Americans apart from old, tired tropes. Seeing an Asian American in the NBA just didn't make sense. Masculinity? National sports league? But how does he even see the ball?

But here comes PSY, and he makes sense. Like the William Hungs and Long Duk Dongs before him, PSY is a camp character for the American audience. He poses no sexual threat, he speaks with an accent, and he dances a funny dance. Because of this, it is so easy to other-ize PSY, to clump him with the Asian male spectacles before him.  The kitsch of PSY and "Gangnam Style" is relevant in Korea because it holds meaning behind it- the irony is apparent and they laugh with him. But when placed, out of context, in America, that cultural meaning is left behind. Pluck something or someone culturally relevant in one country and drop it into another- and we turn that thing (and its meanings) on its head.

It is so unfortunate for me to see an entertainer with such natural talent, charisma, and most of all, years and years of experience, be boiled down to 30 seconds of a dance step. And PSY dances this step shamelessly wherever he goes- Dodger's games, red carpets. PSY and his people are in on it too- they know it is what the American public wants to see, but unfortunately, this just creates more of a synonymic nature- PSY is this dance, and this dance is PSY. Everything else is overlooked, and thus, PSY becomes monolithic and therefore a canvas for projected stereotyping.

PSY is getting so much attention, and so much American media coverage, but it is inundated with what seems to be just another construction of Asian male kitsch.

The cultural disconnect between PSY in Korea and PSY in America is astounding. The consumption of PSY in America is palatable because he feeds historically into what America has come to know and love- the stereotype of the laughable, non-threatening Asian male. Attitudes of the dismissive "...meanwhile in Japan" meme come to mind as the mainstream "understanding" that Asian countries much like Japan are wacky beyond comprehension. We don't understand, but it is silly, and it is easy, so let's sit back and laugh.

Viral sensations are known to be one-hit wonders. I do hope for PSY's success in America, and I am hoping that audiences will see beyond the character he is currently being portrayed to be. Recently having signed with the managers behind Justin Bieber, I do believe some are in tune to PSY's talent and potential with American audiences. We'll just have to wait and see.