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Jun 22, 2020 12 tweets 11 min read Read on X
."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 Image
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 Image
"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 Image
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 Image
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 Image
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 ImageImageImage
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 Image

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More from @BangtanScholars

Sep 25, 2020
An educational thread about “Microaggressions: What are they? How can we respond?”
We hope this thread is an incentive for everyone to read more about the topics of microaggressions. As always, we encourage you all to do your own research and always seek further insights surrounding these discussions.
Some scholars argue that racism, sexism, homophobia, & other forms of discrimination are no longer as obvious as in the past. Instead, people may demonstrate their biases & prejudices in more subtle ways, otherwise known as 'microaggressions'.
Read 12 tweets
Sep 25, 2020
#BTSARMY researchers, students & scholars! ¬ 𝘼 𝘽𝙏𝙎 𝙎𝙩𝙪𝙙𝙞𝙤 𝙂𝙝𝙞𝙗𝙡𝙞 𝙏𝙝𝙧𝙚𝙖𝙙

#ジブリで学ぶBTS @bts_twt
「On the first day back to school/uni/work. You ask those around you...Do you know BTS?」

#ジブリで学ぶBTS @bts_twt
#BTSARMY trying to explain to their professors, department heads or educators why BTS is worthwhile of studying. Our BTS research is valid!」

#ジブリで学ぶBTS @bts_twt
Read 13 tweets
Sep 24, 2020
"...the more impact one makes in the public eye, the more critics come out...to challenge that impact. However, regardless of what naysayers think, BTS have proven their importance on a 🌍 scale, & dismissing the Korean band will not change that." @BTS_twt
bit.ly/33ZUmEW
"Despite these accomplishments showing how BTS have pushed through western gatekeepers, the group still faces xenophobia and microaggressions outside of South Korea."

@bts_twt #BTSResearch
"On a macro-level, @bts_twt have shown their importance. They broke into the 🌍 music industry, repeated their success, & are sought after to speak about 🌍 issues. Refusing to acknowledge that does not make the band any less important, +"

#BTSResearch
Read 4 tweets
Sep 23, 2020
“Revenues from @BTS_twt activities account for just half our total revenues...We will help them grow as iconic artists, such as Rolling Stones or Metallica, who make 💵 from performing just once every couple of years.” -Han Park, Big Hit’s Investment & Strategy Head. #BTSResearch Image
"Big Hit has been building a business model to maximize profits even without its artists’ activities...The indirect participation events made up almost half of Big Hit’s revenue in the 1st quarter of this year, up from 31% in 2018."

@BTS_twt #BTSResearch
[During Enlistment]

"Big Hit believes it can generate a steady stream of revenue from BTS in many ways: through solo & smaller group performances; indirect participation through online concerts, mobile games & video content; as well as merchandise sales."

@BTS_twt #BTSResearch
Read 7 tweets
Sep 21, 2020
"I don't think artists lose mkt. value because of their age. U2 isn't young anymore, but it's not lost its value, has is it? When @BTS_twt reaches their 30s, it will be possible to deliver age-appropriate msgs. & provide inspiration. Even when you're in your 50s [&] after that."
Since 2016, Big Hit Ent has been rapidly increasing.

Source: South Korea’s Financial Supervisory Service

@BTS_twt #BTSResearch Image
Big Hit Ent. Surpassing the BIG 3.

Statistics are from the year 2019.

Source: South Korea’s Financial Supervisory Service

@BTS_twt #BTSResearch Image
Read 5 tweets
Sep 19, 2020
Who is behind the stage production for #BTS iHeartRadio Music Festival alongside Big Hit Ent.?

Meet ZanyBros.

Previously, they also helped in the filming of NMD, N.O., War of Hormone, Come Back Home.

Let's learn more about 📽️ production.
Thread below!

@BTS_twt #BTSResearch
"Zanybros was founded in 2001, by director Hong Wonki and videographer Kim Junhong. This company is now one of the most distinguished MV production companies in Korea."

@BTS_twt #BTSResearch Image
"They have collaborated with a plethora of artists including BTS, GG, TVXQ & etc. for video production & attained international fame with their quality creations. So far, the pair has filmed nearly 1,500 videos."

@BTS_twt #BTSResearch
Read 13 tweets

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