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@article{ART002685281},
author={Chung, Tae-il and Choi, Yena and Kim, Yean-Hoy},
title={The Soft Power Effect of BTS},
journal={Korea and Global Affairs},
issn={2508-8300},
year={2021},
volume={5},
number={1},
pages={51-76},
doi={10.22718/kga.2021.5.1.002}

TY - JOUR
AU - Chung, Tae-il
AU - Choi, Yena
AU - Kim, Yean-Hoy
TI - The Soft Power Effect of BTS
JO - Korea and Global Affairs
PY - 2021
VL - 5
IS - 1
PB - Korea Institute of Politics and Society
SP - 51
EP - 76
SN - 2508-8300
AB - 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.
KW - Soft Power;BTS;Spread of Traditional Culture;Globalization of Hangul;Universal Human Rights
DO - 10.22718/kga.2021.5.1.002
ER -

Chung, Tae-il, Choi, Yena and Kim, Yean-Hoy. (2021). The Soft Power Effect of BTS. Korea and Global Affairs, 5(1), 51-76.

Chung, Tae-il, Choi, Yena and Kim, Yean-Hoy. 2021, "The Soft Power Effect of BTS", Korea and Global Affairs, vol.5, no.1 pp.51-76. Available from: doi:10.22718/kga.2021.5.1.002

Chung, Tae-il, Choi, Yena, Kim, Yean-Hoy "The Soft Power Effect of BTS" Korea and Global Affairs 5.1 pp.51-76 (2021) : 51.

Chung, Tae-il, Choi, Yena, Kim, Yean-Hoy. The Soft Power Effect of BTS. 2021; 5(1), 51-76. Available from: doi:10.22718/kga.2021.5.1.002

Chung, Tae-il, Choi, Yena and Kim, Yean-Hoy. "The Soft Power Effect of BTS" Korea and Global Affairs 5, no.1 (2021) : 51-76.doi: 10.22718/kga.2021.5.1.002

Chung, Tae-il; Choi, Yena; Kim, Yean-Hoy. The Soft Power Effect of BTS. Korea and Global Affairs, 5(1), 51-76. doi: 10.22718/kga.2021.5.1.002

Chung, Tae-il; Choi, Yena; Kim, Yean-Hoy. The Soft Power Effect of BTS. Korea and Global Affairs. 2021; 5(1) 51-76. doi: 10.22718/kga.2021.5.1.002

Chung, Tae-il, Choi, Yena, Kim, Yean-Hoy. The Soft Power Effect of BTS. 2021; 5(1), 51-76. Available from: doi:10.22718/kga.2021.5.1.002

Chung, Tae-il, Choi, Yena and Kim, Yean-Hoy. "The Soft Power Effect of BTS" Korea and Global Affairs 5, no.1 (2021) : 51-76.doi: 10.22718/kga.2021.5.1.002