Researching BTS for 2 Years at Seminar
Analyzing from Various Perspectives Including Social, Psychological, and International Studies
"This book focuses on what makes Bangtan Sonyeondan (BTS) so captivating to people and how to understand the sociocultural phenomena surrounding BTS."
A 296-page research book analyzing the reasons behind BTS's popularity from an interdisciplinary perspective, published by Japanese university students, has become a hot topic.
On the 1st, Mainichi Shimbun introduced their publication titled 'Invitation to BTS Studies - The BTS Syndrome as Thought by University Students.' What is unusual is the author name, listed as 'Kitakyushu City University Lee Dongjun Seminar.' This is because the book is based on research results compiled over two years by 17 students from the Department of International Relations at Kitakyushu City University and their Korean advisor, Professor Lee Dongjun, exploring and learning about the BTS phenomenon.
Cover of the BTS research book published by Kitakyushu City University students. (Photo by Amazon Japan)
They referred to the interdisciplinary approaches to BTS's work attitude, messages found in their lyrics, and marketing strategies as so-called 'BTS Studies(?).' The book reveals analyses from various perspectives such as sociology, psychology, business administration, and philosophy.
The sociology analysis section dealt with BTS's identity. They viewed BTS's identity as crossing and expanding boundaries. BTS's makeup and fashion style aim for a 'genderless' approach that is not bound by outdated notions of 'masculinity,' creating a unique appeal.
There was also an international studies approach. Co-author 22-year-old Karen Tsukamori analyzed the factors behind the popularity of 'Dynamite' and 'Butter' in the American music market, which claims to be multicultural but is actually conservative. She pointed out that BTS's effort to convey positive energy during the COVID-19 pandemic and their attitude of embedding personal struggles into their songs in their own language created competitiveness. Tsukamori told Mainichi, "I originally liked BTS, but through this research, I was able to discover aspects I didn't know, which was very beneficial."
An analysis of BTS from the perspective of a Japanese idol fan also draws attention. Midori Kondo, who likes Japanese idols, mentioned BTS's participation in anti-racism movements through social networking services (SNS), explaining, "Their firm stance against discrimination and their rise from a small, weak agency at debut to global stars became factors that created a diverse 'Ami' (BTS fandom)."
She added, "In Japan, idols and fans have a hierarchical relationship, but in Korea, I learned that it is a parallel relationship where they grow together."
Above all, the most changed person through this research was Professor Lee, who supervised the seminar. Although not a BTS fan initially, Professor Lee told Mainichi, "After investigating, I realized they are not just simple idols. It is no exaggeration to say they are representatives of the era," and shared his thoughts, "Their message will be a hint for future ways of life."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
