Resources

Dr. Lee illustrates, the changes that have been shown by BTS and their fandom ARMY are not confined to the music industry, but symptomatically shows significant sociocultural changes and revolutionary mutations in art, as well as a Zeitgeist or the political unconscious of the present age.

Recently, a seven-member boy band from Korea called BTS has captivated the globe, forming the most massive and powerful fandom in history. The BTS phenomenon reaches far beyond the typical achievements of pop stars: as Jiyoung Lee illustrates, the changes that have been shown by BTS and their fandom ARMY are not confined to the music industry, but symptomatically shows significant sociocultural changes and revolutionary mutations in art, as well as a Zeitgeist or the political unconscious of the present age.

This study focuses on the BTS sensation, examining how three entities – digital networks, the K-pop industry, and fandom – have engaged in the production of an alternative global culture.

This study examines the BTS sensastion through a examination of how digital networks, the K-pop industry, and fandom, have engaged in the creation of an alternative global culture.

Brand design for BTS BON VOYAGE Season 3.