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BTS on the Road
Price per Unit (piece): KRW 28,000
USD 20.36
Author: Seok-Kyeong HONG
Publisher: SNU
Pub. Date: Sep 2023
Pages: 200
Dimensions (in inches): 6.02 x 8.89 x 0.59
ISBN: 9788952132185
Language: English
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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.
  • Foreword to the English edition

    Prologue: Out into the World with BTS
    BTS as a Lens for Observing the World
    BTS in the Age of Globalization and Digital Culture
    On the Road That BTS Walks
    Joining the Journey That Nobody Has Ever Walked

    Chapter 1: BTS, Beyond K-pop:
    From the Margins of K-pop Industry to the Zenith of World Popular Culture
    The New Order of Global Cultural Distribution
    The Idol Systems in Korea and Japan-and BTS
    BTS and K-pop: Commonalities and Differences
    How BTS Display Hybridity
    Beyond K-pop, and to the World

    Chapter 2: BTS Transmedia: The Most Important Keywords for Understanding BTS Narratives
    What Is Transmedia
    BTS’s Transmedia Strategy
    Three Layers of BTS Transmedia
    Second Layer: The Narratives of BTS as a Band and the Members
    Third Layer: The Narratives of the BTS Members as Natural Persons
    The Rabbit Hole: The Knots That Tie Together Different Narrative Layers
    Jin’s “Epiphany”
    V’s “Singularity”
    The Completion of BTS Transmedia Via Fan Participation

    Chapter 3: The BTS Phenomenon through the Lens of Class Theory:
    Why Do Young People around the World Love BTS?
    Singing about Young People’s Life Circumstances
    You Can’t Live Like Your Parents Anymore, So What Will You Do?
    Resist! Growth over Success
    Icons of the Young Generation: The Beatles, David Bowie, and BTS

    Chapter 4: Becoming ARMY and Being ARMY: They Are behind Every Phenomenon
    Meeting the ARMY On-site
    Becoming ARMY and Being ARMY
    Encounter: Delving into BTS’s Universe (BU)
    The Bias: BTS Saved Me at My Lowest Point
    The Power of ARMY as Community
    Communicating Consolation and Salvation
    About the Middle-aged Fans
    Learning Korean, BTS’s Language
    ARMY’s Taste and ARMY as Taste
    Communities of Media, Taste, and Values
    ARMY and Fan Activism

    Chapter 5: BTS and a New Racial Imagination: How Did BTS Turn Asians into Objects of Desire?
    From Local to the World: K-pop led by BTS
    Global Pop Music, Sung in Korean
    Cultural Referencing Strategy in a Multicultural World
    Changing the White-centric Racial Imagination
    Racial Sensibility of K-pop Fandoms
    Seeking Alternatives between Stereotype and Glorification

    Chapter 6: BTS and Alternative Masculinity:
    How Did They Impact the Gender Sensibility of the Young Generation?
    Male Imagery That Allows Aesthetic Appreciation
    Soft Masculinity
    Anti-toxic Masculinity
    Beyond Alternative Masculinity, towards Gender Issues
    BTS’s Body

    Epilogue: BTS and Imagining a New Era

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