• 패션비즈니스
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• 제26권3호
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• pp.98-115
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• 2022

The purpose of study was to analyze the process of accepting by BTS fans. The methodology used in this study was qualitative research using grounded theory and the results of the study follow. As a result of open coding, 47 concepts, 23 subcategories, and 14 categories were derived. In the axis coding stage, the casual conditions were "Recognition of BTS image," "Fascinated by BTS image," "Simple consumption of BTS image," and "Arising and expansion of curiosity about BTS image." The contextual conditions were "Accessibility of BTS image" and "Abundance of BTS image searching paths." The central phenomenon appeared to be "Immersing and studying BTS image." The arbitration conditions were "Capabilities required to reproduce BTS image" and "Motivation for contributing BTS image." The actions/interactions were "Presenting BTS image," "Contribution to the spread of BTS image," and "Involved in forming new BTS image." The result was "Emergence and expansion of new BTS image meaning" and "Strengthening attachment to BTS." Through process analysis, it was found that acceptance of BTS images consisted of five stages: "Recognition of BTS image," "Becoming curious about BTS image," "Searching BTS image," "Intervention of BTS image." and "Reproduction of BTS image." As a result of deriving the core categories through selective coding, the core category was "Forming a bond while participating in the BTS image."

• 패션비즈니스
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• 제25권5호
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• pp.114-130
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• 2021

The purpose of this study is to analysis BTS's image based on Peirce's semiotics. Methodologies of this study are literature study to analyze the structure of idol image based on Peirce's theory of signs, case study and FGI analyzing the semiotic characteristics of BTS images. The research results of analyzing the semiotic features of BTS images by period of the BTS album are as follows. First, in the early days of their debut, they emphasized the image of hip-hop and expressed their will to resist and rebel against the older generation with a challenging and strong image. Second, during the 'The most beautiful day of life' period, image of wandering, rebellion, growth, and youth of teenagers was expressed. Third, in the 'Love Yourself' period, BTS showed various image changes between natural and pure image to splendid image by expressing the process of finding confidence during chaotic moment of growing. Fourth, during the 'Map of the Soul' period, the exploration and reflection on themselves were expressed in an outwardly splendid and bright manner, while at the same time expressing the inner darkness in a contrasting manner. Fifth, in the 'pandemic period', they expressed hopeful energy and willness with the image of mature and attractive man and bright and casual image. Their growth and change have been directly linked to the change of their image, and their image showed a successful signification with complementary combination of icons, indexes, and symbols.

• 패션비즈니스
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• 제24권1호
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• pp.88-101
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• 2020

The music videos of BTS go beyond the limit of media promoting music and shows their meaning in various ways and complete the visual message of music through fashion style. BTS' fashion style in the music videos shows a change in symbolic representation of the genre of each album and song, of which gender images are changing aligned with the music messages of BTS. The purpose of this study was to derive gender images of fashion style in BTS music videos and to interpret their meaning based on Judith Butler's theory that performativity creates discourse through iterative process. It is conducted as a research method, an analytical study was conducted in parallel with literature studies and empirical case analysis. The scope of the study was limited to 301 costumes that appeared in 21 official music videos from debut single album '2Cool 4 Skool' released in 2013 to the mini album 'Map of the Soul: Persona' released in 2019. As a result of the analysis, the controversial fashion style, challenging fashion style, boyish fashion style, hybrid fashion style, the playful fashion style were revealed. The conclusion of studying the gender image of BTS, interpreted by this analysis using Judith Butler's theory, is as follows. The gender image of BTS is the traditional image that identifies with the dominant gender discourse, the resistive gender image that intentionally distances mainstream culture, the eclectic image parodying the gender of the opposing term, and the deconstructive image that transcends the dominant gender discourse.

• Asia Marketing Journal
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• 제22권4호
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• pp.79-101
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• 2021

With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into the work fans do within the framework of ARMY fan culture. This paper will thus aim to fill the gap in scholarship on ARMY as an organized labour network, focusing on the role fans play as labourers in online spaces that work to promote, disseminate, and cultivate wider recognition for BTS as artists. Through the conjunct engagement of a political economy framework and theories of participatory culture, this paper will explore the manner through which the free labour of ARMY, premised on affect, has constructed the fandom as active agents of soft power alongside BTS themselves.

• 한국산학기술학회논문지
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• 제21권9호
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• pp.310-320
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• 2020

방탄소년단(BTS)은 전 세계 주류 음악 시장에서 한국의 대중음악을 선도하는 그룹으로 자리매김하고 있으며, BTS가 선보이는 다채로운 패션 스타일은 해외 매체나 대중들의 쇼셜 네트워크에 집중 조명될 정도로 큰 관심을 받고 있다. 본 연구는 BTS의 패션 스타일의 분석을 토대로 그들의 패션 경향을 파악하는데 목적이 있다. 연구방법 및 범위는 BTS 및 BTS의 패션이 미치는 영향력에 관련된 이론적 연구와 함께 최근 5년간 방탄소년단의 이미지 자료를 토대로 한 내용 분석 연구를 병행하였다. 본 연구의 결과는 다음과 같다. 첫째, 직선적인 실루엣이 강조된 슈트, 무채색의 활용, 간소화된 장식을 통하여 클래식하면서도 모던한 스타일을 추구하는 것으로 나타났다. 둘째, 둥근 어깨선이 강조된 봄버 재킷, 톤 다운된 스키니 진, 후드 티셔츠, 레터링 패턴, 비비드한 색상을 매치하여 자유분방하고 편안한 감성의 캐주얼 스타일을 선호하고 있는 것으로 나타났다. 셋째, 슬리브리스의 베스킷볼 셔츠, 라운드 네크라인의 베이스볼 셔츠와 반바지, 트레이닝팬츠, 레터링 패턴이 강조된 오버핏 맨투맨을 활용하여 역동적이고 활동적인 스포티한 스타일을 추구하는 것으로 나타났다.

• Asia Marketing Journal
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• 제22권4호
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• pp.27-45
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• 2021

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers' responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers' responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers' attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.

• 한국의류산업학회지
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• 제23권6호
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• pp.726-743
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• 2021

This study tried to examine the fashion design and style of representative K-Pop boy groups BTS and SEVENTEEN appearing on music shows. The data collection was conducted on 4 music programs(Inkigayo, Music Bank, Show! Music Core, M COUNTDOWN) and YouTube(www.youtube.com) for each boy who worked for 5 years from January 2016 to December 2020. Result analysis utilized the stage scenes and music videos of the title songs of BTS and Seventeen. As for the fashion design and style characteristics of BTS, it was found that overall, the color, pattern, and decoration of the bottom were minimized, and the style was changed mainly by the top of the denim pants. As for Seventeen's fashion design and style characteristics, it was analyzed that plain simple slacks, bright and modest chromatic colors, and geometric and stylistic patterns with street retro sensibility were relatively emphasized, and natural and romantic images appeared a lot. As a result of examining the differences in fashion design and style characteristics between BTS and Seventeen, significant differences were found in color, tone, color scheme, material type, material combination, detail, trimming, pattern, accessories, and fashion image. Overall, it was found that both groups minimized the use of decorative elements such as patterns, details, and trimmings.

• Journal of Public Diplomacy
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• 제3권1호
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• pp.1-19
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• 2023

연구목적: 본 연구의 목적은 한류의 다양화와 함께 이루어진 K-POP의 확산이 한국의 국가 명성에 어떤 영향을 미치는지 알아보는 데 있다. 해외 시장에서의 K-POP 열풍은 기대 이상의 성과와 긍정적인 평가로 대내외적인 경제적 파급효과를 가져왔고, 디지털 매체를 통한 온라인 시장의 확대로 인해 더욱 가속화되었다. 뿐만 아니라, K-POP 스타들은 그들과 관련된 다양한 상품과 서비스를 소비하고 팬 활동을 펼칠 수 있는 온라인 공간을 만드는 등 팬덤과의 상호작용이 다양해지고 있다. 이러한 점에 착안하여 본 연구에서는 팬덤이 공동체를 형성하고 미디어를 활용함으로써 이루어지는 K-POP 스타와의 준사회적 관계를 통해 국가 명성에 대한 K-POP의 관련성을 검토하고자 한다. 연구방법: 미국에 거주하고 있는 BTS 팬을 대상으로 아마존 설문조사회사인 Mechanical Turk를 이용하여, 영어로 온라인 설문조사를 진행했다. 불성실한 응답을 제외한 총 195명의 데이터를 분석에 사용했다. 연구결과: 한국의 국가 명성에 대한 BTS 팬의 소셜미디어 이용의 영향력을 상정한 <연구문제 1>의 분석결과, BTS팬의 소셜미디어 참여 활동 그 자체만으로는 한국의 국가 명성에 영향을 미치지 않았다. BTS 팬의 준사회적 상호작용의 매개효과를 전제한 <연구문제 2>의 분석결과, BTS 팬의 소셜미디어 참여 활동은 BTS와의 준사회적 관계에 긍정적인 영향을 미치고, BTS와의 준사회적 관계는 국가 명성에 긍정적인 영향을 미치는 것으로 나타났다. 결론 및 제언: 한국의 국가 명성에 대한 BTS 팬의 소셜미디어 이용과 참여는 그 자체로는 유의한 영향이 없으나 준사회적 관계를 형성하여 국가 명성에 영향을 미치는 것으로 나타났다. 연구결과를 통해 볼 때, K-POP 팬의 준사회적 관계는 국가이미지를 제고하고, 한국의 국가 명성을 높이는 전략적 기제로 활용할 수 있다. 미디어 효과 차원에서 다양한 팬덤 연구가 이루어져 왔고, 국제커뮤니케이션의 영역에서 국가이미지에 대한 다양한 논의가 이루어져 왔지만, 공공외교의 관점에서 팬덤과 국가 명성의 관련성을 실증적으로 연구한 경우는 매우 드물다. 따라서 본 연구는 인접 학문의 학제간 연구를 시도함으로써 국가 명성에 대한 전략적 방향을 제안하고자 한 점에 학문적 의미와 실용적 의미가 있다.

• Asian-Australasian Journal of Animal Sciences
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• 제17권2호
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• pp.164-167
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• 2004

This study was carried out to investigate in vitro fertilization and development of in vitro matured pig oocytes inseminated with the Duroc boar sperm by different sperm washing media after thawing of the 5 ml frozen straws. Immature follicular oocytes (30-40) were transferred into each well of a Nunc 4-well multidish containing $500{\mu}l$ mTCM199 maturation medium. The sperm rich portion of ejaculates was collected into a 250 ml insulated vacuum bottle and gradually cooled 22 to $24^{\circ}C$ over a 2 h period. Semen was centrifuged at 800 g for 10 min and the seminal plasma discarded. Sperm were esuspended in a lactose-egg yolk and N-acetyl-Dglucosamine (LEN) diluent to contain $1{\times}10^{9}$ sperm/ml and cooled to $5^{\circ}C$ over a 2 h period. Immediately before freezing, semen was rediluted with an equal volume of LEN+4% glycerol and packed into 5 ml straws. After thawing of the 5 ml straw, the 5 ml semen was diluted with 20 ml Beltsville thawing solution (BTS) at room temperature. Oocytes were inseminated with untreated (unwashed and nonpreincubated) or treated sperm (washed two times in BTS, mTLP-PVA and mTBM media, respectively and nonpreincubated) with $2{\times}10^{7}$ sperm concentration. Oocytes were coincubated for 6 h in $500{\mu}l$ mTBM fertilization. At 6 h after IVF, oocytes were transferred into $500{\mu}l$ NCSU-23 culture medium for further culture of 6 h. Sperm penetration, polyspermy and male pronuclear formation of oocytes at 12 h after IVF and developmental ability of oocytes at 48 h after IVF were evaluated. Sperm penetration rate, male pronuclear formation and rate of cleaved embryos were higher in the BTS, mTLP-PVA and mTBM treatments than the unwashed treatment (p<0.05). The rate of blastocysts from the cleaved oocytes (2-4 cell stage) were higher in the mTLP-PVA treatment than in the unwashed, BTS and mTBM treatments. In conclusion, we recommend the washing of frozen-thawed sperm with mTLP-PVA medium before in vitro fertilization of oocytes in mTBM medium.

• 한국동물번식학회:학술대회논문집
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• 한국동물번식학회 2001년도 춘계학술발표대회
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• pp.77-77
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• 2001

본 연구는 돼지 동결정액의 번식성적을 개선코자 기존의 maxi-straw와 cryogenic-vial을 이용하여 포장방법에 따른 동결방법과 융해방법별 정액성상 및 번식성적을 비교하였다. 동결방법은 두 가지 포장방법 모두 정액의 양(5$m\ell$)과 농도(5.0$\times$$10^{9}$/dose)가 동일한 조건으로 처리하였으며, LYE(Lactose egg york extender) 보존액으로 희석하여 액체질소 상단 15cm에서 20분간 동결하였다. 융해방법은 maxi-straw는 52$^{\circ}C$에서 45초간 cryogenic-vial은 52$^{\circ}C$에서 190초간 융해하여 $25^{\circ}C$로 가온 된 80$m\ell$ BTS (Beltsville thawing solution) 보존액과 혼합하였다. 정액성상검사는 정자자동분석기(SAIS : Sperm Analysis Image System, Korea)를 이용하였다. 총활력(TM : Total motility)과 정자의 빠르기(VCL : Curve linear velocity)는 maxi-straw가 54.3%와 46.6%로 cryogenic-vial의 35.6%와 36.6%보다 우수하였다(P<0.05). 정자의 직진성(STR : Straightness)과 NAR은 maxi-straw가 53.2%와 32.6%로 cryogenic-vial의 47.3%와 29.8%와 비슷한 경향을 나타내었다. 수태율과 분만율 및 총산자수는 maxi-straw가 77.3%, 68.2% 및 8.0두로 조사되어 cryogenic-vial포장방법의 66.7%, 61.9% 및 7.4두보다 다소 우수하였으나 통계적인 유의차는 인정되지 않았다. 이상의 결과로 볼 때 cryogenic-vial방법이 새로운 돼지 동결정액 포장방법의 가능성을 나타낸다고 사료된다.