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The Soft Power Effect of BTS

  • Korea and Global Affairs
  • Abbr : KGA
  • 2021, 5(1), pp.51-76
  • DOI : 10.22718/kga.2021.5.1.002
  • Publisher : Korea Institute of Politics and Society
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : January 15, 2021
  • Accepted : January 30, 2021
  • Published : February 25, 2021

Chung, Tae-il 1 Choi, Yena 1 Kim, Yean-Hoy 1

1충북대학교

Accredited

ABSTRACT

Since the 1990s, the international community has shifted from a military-oriented hard power to a soft power that values culture and morality. Soft power is the opposite of hard power, which secures its national interests through the superiority of military power, a physical means, and the ability to get what one wants by attracting people's minds rather than by force or compensation. Therefore, this study analyzed BTS’s activity from a soft power perspective. First, in the effect of spreading Korean traditional culture, BTS sublimated Korean cultural heritage into universal value of mankind by applying Korean traditional culture to choreography. Second, in the effect of globalization of the Korean language, BTS contributed to the globalization of Hangul by applying the Korean alphabet, the identity of Korea, to the song. Third, in the universal effect of human rights and peace, BTS tried to spread the universal values of mankind by UNICEF activities, atomic bomb T-shirts, Nazi-style hats, and opinions on the Korean War. In conclusion, the soft power effect of BTS contributed to the future-oriented values by reconstructing Korean traditional dances to spread consensus on Korean culture, forming a friendly feeling toward Hangul through Korean lyrics, and spreading the perception that peace is more important than war.

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