BTS on the Road
Description
How did BTS transcend K-pop
and move people all over the world?
In just a decade since their debut in 2013, BTS has achieved remarkable impact beyond the music and entertainment activities of a K-pop group. They have succeeded in gaining interest and popularity as an icon of the contemporary global youth generation, not as fictional characters but as real people with Asian faces who are facing difficulties in the uncertain current and future conditions. At the same time, their actions have world-historical significance beyond the realm of popular culture. This is not only what BTS means, but also what K-pop and Hallyu mean. In this respect, BTS have faithfully fulfilled their role as pioneers.
저자

홍석경

Seok-KyeongHONG(홍석경)

ProfessorofCommunicationatSeoulNationalUniversitysince2013.SheworkedattheKoreanBroadcastingCommissionasaChiefResearcher(1996-1999),andwasanAssociateProfessorattheDepartmentofInformationandCommunicationSciencesattheUniversityofBordeaux3(2000-2013).SheistheDirectoroftheCenterforHallyuStudies,AsiaCenteratSeoulNationalUniversitysinceMarch2022.
HermainresearchandteachinginterestsincludeCulturalStudies,mediacultureandtransnationalandglobalpopularculture,aswellasvisualmethodsandqualitativeresearchdesign.ShehaspublishedbooksandarticlesonKoreantelevisiondramas,Hallyuasaculturalconsequenceofglobalizationanddigitalculture,andvariousdigitalculturalformsandpracticessuchasMukbang(foodbroadcasting).ShehaswrittencolumnsonHallyuandculturalissuesfornationalnewspapers.HerrecentresearchinterestsincludetheimpactofglobalOTTonHallyuandKoreancreativeindustries,andthepoliticalpotentialoffandomactivism.

목차

ForewordtotheEnglishedition

Prologue:OutintotheWorldwithBTS
BTSasaLensforObservingtheWorld
BTSintheAgeofGlobalizationandDigitalCulture
OntheRoadThatBTSWalks
JoiningtheJourneyThatNobodyHasEverWalked

Chapter1:BTS,BeyondK-pop:
FromtheMarginsofK-popIndustrytotheZenithofWorldPopularCulture
TheNewOrderofGlobalCulturalDistribution
TheIdolSystemsinKoreaandJapan-andBTS
BTSandK-pop:CommonalitiesandDifferences
HowBTSDisplayHybridity
BeyondK-pop,andtotheWorld

Chapter2:BTSTransmedia:TheMostImportantKeywordsforUnderstandingBTSNarratives
WhatIsTransmedia
BTS’sTransmediaStrategy
ThreeLayersofBTSTransmedia
SecondLayer:TheNarrativesofBTSasaBandandtheMembers
ThirdLayer:TheNarrativesoftheBTSMembersasNaturalPersons
TheRabbitHole:TheKnotsThatTieTogetherDifferentNarrativeLayers
Jin’s“Epiphany”
V’s“Singularity”
TheCompletionofBTSTransmediaViaFanParticipation

Chapter3:TheBTSPhenomenonthroughtheLensofClassTheory:
WhyDoYoungPeoplearoundtheWorldLoveBTS?
SingingaboutYoungPeople’sLifeCircumstances
YouCan’tLiveLikeYourParentsAnymore,SoWhatWillYouDo?
Resist!GrowthoverSuccess
IconsoftheYoungGeneration:TheBeatles,DavidBowie,andBTS

Chapter4:BecomingARMYandBeingARMY:TheyArebehindEveryPhenomenon
MeetingtheARMYOn-site
BecomingARMYandBeingARMY
Encounter:DelvingintoBTS’sUniverse(BU)
TheBias:BTSSavedMeatMyLowestPoint
ThePowerofARMYasCommunity
CommunicatingConsolationandSalvation
AbouttheMiddle-agedFans
LearningKorean,BTS’sLanguage
ARMY’sTasteandARMYasTaste
CommunitiesofMedia,Taste,andValues
ARMYandFanActivism

Chapter5:BTSandaNewRacialImagination:HowDidBTSTurnAsiansintoObjectsofDesire?
FromLocaltotheWorld:K-popledbyBTS
GlobalPopMusic,SunginKorean
CulturalReferencingStrategyinaMulticulturalWorld
ChangingtheWhite-centricRacialImagination
RacialSensibilityofK-popFandoms
SeekingAlternativesbetweenStereotypeandGlorification

Chapter6:BTSandAlternativeMasculinity:
HowDidTheyImpacttheGenderSensibilityoftheYoungGeneration?
MaleImageryThatAllowsAestheticAppreciation
SoftMasculinity
Anti-toxicMasculinity
BeyondAlternativeMasculinity,towardsGenderIssues
BTS’sBody

Epilogue:BTSandImaginingaNewEra