Thread by @BangtanScholars

."BTS, as celebrity diplomats, has truly aided in the promotion of the #ENDviolence campaign. Their achievements in the West have proven that the influence is present not only within Asia but also to more countries & locations worldwide." @BTS_twt

#BTSResearch Info 👇#BTSARMY

This research paper sought to ask how BTS as celebrity diplomats, & the Love Myself Campaign with UNICEF, have promoted UNICEF's #ENDviolence program. The paper also argues that social media has contributed to the promotion, as one of the main strategies & medium used.

@BTS_twt

"The reciprocal and intimate relationship between BTS & ARMY, one that is uncommon even among especially in the West, has set #BTS apart from other groups & has managed to keep a loyal fandom."

@BTS_twt #BTSARMY

"By November 2018, the initiative [had] already raised over $1.4 million & [by Match 2019] they reached $1.65 million. On June 30, 2019, the accumulated funds by the Love Myself campaign had reached approximately $2.2 million."

@BTS_twt #BTSARMY #BTS

The data collected was through websites, Twitter & IG. "To ensure that only the significant words in the study have been included, data cleaning was done through the removal of stopwords – these include articles, connectives, and prepositions, among others."@BTS_twt #BTS #BTSARMY

"A word cloud was generated to see the salient words frequently used across different web articles covering BTS' involvement with UNICEF through the Love Myself Campaign. Identifying these salient words enables the interpretation of themes & topics." @BTS_twt #BTSARMY #BTS

From the various data collected, the researcher broke down & categorized 3 different main actors that emerged during the analysis – BTS, ARMY, & UNICEF.

The codes and categories created, and their relationships can be seen below:

@BTS_twt #BTS #BTSARMY

The codes associated with BTS Messages were

-BTS Artistic Freedom
-Autonomy
-Music Creation
-Online Presence
-Equality

@BTS_twt #BTS #BTSARMY

"Communication & Connection with Fans are deeply interconnected, and the relationship between these codes can best explain BTS's rise to fame & popularity all over the world, & their status as influential celebrities." @BTS_twt #BTS #BTSARMY

Figure 5, the hashtag #BTSLoveMyself has been used the most by the official campaign Twitter account.

Fig. 6 looked into the connection of the tweets made by the @bts_love_myself account with other accounts.

@BTS_twt #BTS #BTSARMY

Please note that this info is for research purposes or a learning source. Also, the data presented was collected only from November 2017 until August 2019. Therefore we may not agree with everything it says at the end since this was published in 2019.

"Beyond The (K-pop) Scene: Analyzing the Role of BTS's Love Myself Campaign and Celebrity Diplomacy in the Promotion of UNICEF's Child Protection Campaign" by Reini Azriel G. Evangelista

#BTSResearch @BTS_twt

bit.ly/3hOzAhR