• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.13-25
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• 2019

Since reaching the top in the Billboard Main Album Chart 'Billboard 200' with Love Yourself: Tear in May of 2018, BTS once again took first place after just three months in the 'Billboard 200'(September 3, 2018) with the repackaged album Love Yourself: Answer. It opened the doors to the 'Hallyu 4.0' by conquering the main Billboard Chart with a song sung in Korean. BTS rose to the top on the 'Billboard 200' twice, thus being recognized globally for their musical talent(song, dance, promotion, etc.), and took their place in the mainstream music market of the world. BTS moved away from intuitive interaction such as mysticism, abnormality, irregularity, etc. but instead created their own world(BTS Universe) with fans around the world through two-directional communication such as consensus, sharing and co-existence. They are recognized as artists that went beyond being an idol group that simply released a few hit songs that had now elevated popular music to a new form of art. In result, they retained a highly loyal global fan base(A.R.M.Y.) and they are continuously creating good influence with them. This study analyzed the success factors of BTS using the S-M-C-R-E model as follows. ① Sender: BTS'7-person 7-colors fantasy and 'All-in-one storytelling' strategy of producer Bang Shi-hyuk ② Message: Create global consensus of 'you' rather than 'me' ③ Channel: Created real-time common grounds with global fans through social network platforms such as Youtube, Facebook and Instagram ④ Receiver: Formed highly loyal global fandom(A.R.M.Y.) that extends outside of Korea and Asia ⑤ Effect: Created additional economic value and spread good influence

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.351-361
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• 2019

The objective of this article is to identify an alternative strategy for brand marketing through a case study of the Korean boy band BTS, which has recently seen a huge success in the global music scene. BTS has actively used transmedia storytelling as a tool to survive in the competitive music market. Transmedia storytelling refers to stories that are expanded across different media platforms, engaging audiences to explore from one medium to another to undergo multiple experiences. It gives audiences various ways of enjoying cultural content and participating in cultural content production through numerous media outlets. BTS has established and spread its fictional universe through albums, music videos, short films and webtoons, and has launched diverse projects where fans actively share, create, and play with their content. By inviting fans to actively participate in and interact with the BTS universe spreading through multiple media platforms, BTS can keep its fans engaged and energized. These activities have generated an emotional bond between BTS and their fans, which further leads to a worldwide fandom, based not on a producer-customer relationship but on mutual trust. The BTS case demonstrates the potential of transmedia storytelling as a useful benchmark to provide a positive brand experience for customers, which eventually enhances brand attachment and brand loyalty.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.24-34
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• 2019

This study compares in depth the song performed by two groups, one by 'Seo Taiji And His Boys'(X Generation) and the other by 'BTS'(C Generation) based on the discourse about the 'X Generation' in the 1990s and the 'C Generation' in the 2010s. It will specifically focus on the nature of 'home' that has great significance in the music video and will find the sociocultural meaning of it. Based on the analysis, the original performance by 'Seo Taiji and The Boys' demonstrated the vertical structure of enlightenment and discipline and narrated the story with the plot of 'maturity'. The meaning of 'home' in the original version shifts from a target of resistance to a subject of internalization. The remake music video of BTS demonstrated a horizontal structure of empathy and solidarity and narrated the story with the plot of 'pursuit/discovery'. The 'home' here can be considered the life itself of a person who maintains one's self identity.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.723-733
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• 2021

'Reboot' and 'Homage' are using as creative techniques in traditional storytelling media fields such as movies or dramas, but the possibility of expanding the transmedia story world has not yet been presented. This study was written to present a new concept of transmedia story world expansion type using the 'Reboot' and 'Homage' methods. 'Reboot' and 'Homage' are typical storytelling methods of K-POP idol groups that need to develop content. I selected , , and , which have built their story world, and examined both the narrative creation section and the marketing application section. The result of the study is as follows. First, EXO is an example of a reboot case. They set the original set as 'past' and insert the new storylines. Second, BTS is an example of a character's reboot. They built a story world by paralleling 'Idol BTS' and 'Character BTS'. Third, Wanna One is an example of the original story world's homage. They reorganize the story world of and attracting the attention of the existing audience. Fourth, BTS is an example of other media homage which reinterprets the meaning of BTS characters and story world by using the meaning of classic works.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.1-12
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• 2021

This study explored the mechanism by which stars and fans build a global fandom community based on social connectivity of social media based on BTS' official Twitter and in-depth interviews with Chinese, American, and Korean fans. Stars and fans use the connectivity of social media to build a pseudo-private relationship that crosses public and private affairs. Even though they won the award, BTS "congratulates" the fan club, ARMY, and organizes a dialogue method so that each fan becomes the subject. From a fan's point of view, it comes to be seen as a personal message to them, which is not just applied to the text composition method. On days when there is no public message such as official activities or anniversaries, a device to communicate without missing a day has been prepared by raising private messages or previous memories. It was found that the sense of constant connection strengthens fans' sense of community toward each other.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.378-391
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• 2020

This paper tries to critically examine how development of digital technology affects on the processes of production, consumption and intermediation of popular culture. We focus on the case of BTS to find changes after new media environment. In production part, artist produces diverse contents through multiple platforms to be a 'total package', and in consumption part, fans vote and promote online to support their artist, and their roles have expanded to the cultural intermediary at some part, so on the part of intermediation, inequalities from the power relations have changed in a part.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.28 no.4
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• pp.191-191
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• 2017

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.506-519
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• 2017

This research examines the impact of Korean boy group's misogyny issue leading to internal conflicts among female fans and external division. As a result of research, BTS's fans who are mostly female reflected their identities by problem posed by external stakeholders on this issue. In the past, most fandoms tried to protect themselves from criticism but this case shows a positive significance since they broke out from stereotypical cases. Under the vague and flexible standard, fandom can be considered the obstructing factor for Feminism which suppress and denounce Feminists' idea. It is important to pay attention to possibilities of females hide at the end of the conflict process, being unaccepted by the society for their opinions and tendencies, have uncomfortable emotion against Feminism itself, or Feminism leading to another type of aversion.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.9
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• pp.310-320
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• 2020

BTS has established itself as a leading Korean popular music group in the global mainstream music market. In addition, BTS's fashion style is receiving so much attention that it is featured in the social networks of foreign media and the public. The purpose of this study considers BTS' fashion trends based on the analysis of their fashion styles. The methods and scope of this study have been combined with theoretical studies related to the fashion impact of BTS and BTS, as well as content analysis studies based on the image of BTS over the last five years. The results of this study are as follows. First, it was found that they pursue classic and modern styles through suits that emphasize straight silhouettes, the use of achromatic colors, and simplified decorations. Second, it has been shown that BTS prefers a casual style of free-spirited and comfortable sensibility by matching a jacket with a round shoulder line, toned-down skinny jeans, hood T-shirts, lettering patterns, and vivid colors. Third, BTS pursues a dynamic and active sporty style by utilizing the sleeveless basketball shirts, round neckline baseball shirts and shorts, training pants, and overfit sweatshirts with an emphasis on lettering patterns.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.374-385
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• 2021

Brand community refers to a group of consumers who are passionate about the brand, and actively participate in enhancing the brand value. This study examines the impact of brand community experience on brand satisfaction, brand trust, and brand value co-creation, focusing on BTS's fan community, 'ARMY'. The results show that the value of aesthetic sensitivity, self-consistency, and intellectual fulfillment, obtained through brand community experiences, had a positive impact on brand satisfaction and brand trust, and brand value co-creation. The implications of this study are as follows: First, rather than company-centered traditional marketing campaign strategies, future brand marketing strategies should focus on nurturing brand communities through which encourage emotional communication and solidarity between consumers and companies. Second, in order to enhance brand community experiences, it is necessary to provide various opportunities to satisfy customers' intellectual curiosity and self-consistency as well as sensory stimuli related to the brand.