Richard Dyer Star Theory
Star Theory
1. Does the star have a USP? If not, does it matter?
BTS are a multi-national platinum selling boy-band. They first erupted into mainstream with their hit-song, 'DNA', in 2017, where they thereafter performed their first debut on the Billboard Music Awards stage. They faced international barriers; yet paved the way for K-pop to explode in the west. BTS has various USP's. The first is their fans, ARMY. Their fans are known to give back to the community, as well as extensively protecting the artists image, both online and in real-life. Similarly, their USP is also how they've broken barriers with being the first Koreans to perform on the BBMAS, as well as challenge xenophobia and the stereotypes presented by the west. Through this pressure, as well as their perseverance, BTS have managed to become one, if not, the most successful boy group of the 21st century.
2. What ideologies do they convey?
BTS have many different ideologies. Their strong beliefs are displayed through various, sometimes unknown efforts. In 2020, during the Black Lives Matter protests, BTS donated around $1million dollars to the movement, and soon later, their enormous fanbase, ARMY, matched the million and donated another $1 million USD to the movement, with the hashtag, #matchamillion, trending on Twitter. Their beliefs in doing good for others is highly recognised, as well as reputable to their status. During the Stop Asian Hate protests, they too spoke out about their view and opinions on this movement, by writing a heartfelt letter on their main source of social media, Twitter. The group explained how they've faced xenophobia, as well as countless acts of racism on a daily basis, and how they have tried to combat this.
Not only these, but several members, particularly that of J-hope, is known for donating to charities, and children's orphanages. Majority of the members do believe in the ideology of giving back to others.
Similarly, they also strongly believe in good mental health, with some members expressing their own mental health situations and feelings on the apps of Weverse and V-live, in which fans get direct interaction from the band. However, despite how outspoken the group is, other fans of different groups (particularly in K-pop), tend to discriminate and hate on them, purely for speaking out.
BTS also want to promote and do promote the idea of following your dreams and achieving all aspirations possible. This belief is often portrayed throughout their music, and due to their multicultural audience and of all age-ranges fanbase, this belief is ignited through all their fans, which also serves as a motivation for them -- it makes them feel happy and more positive about themselves.
This was shown in their partnership with UNICEF in 2018, to promote the #LOVEYOURSELF campaign, promoting positive mental health and wellbeing around the world. Not only did they partner with them, but BTS themselves also heavily promote this belief of loving yourself, throughout their music - they brought out a trilogy album (Love Yourself: Her, Love Yourself: Tear, Love Yourself: Answer) which centered around the love yourself belief, which featured songs of So What, Love Yourself, Best of Me, etc.
3. How do they convey these ideas within their music?
BTS have various hidden/deeper meanings within every one of their songs:
1. So What (2018)
The song calls out people who are struggling with their every-day life, and rather encourages them do what they want, without fear; following their dreams.
This is shown in their lyrics of, "In a sigh, lots of worries are hiding/Stop thinking about it, you already know it all/in the middle of the road, in the moment you want to give it up/shout out louder/so what".
2. BTS Cypher 4 (2016)
The song tells listeners to not listen to negative opinions of other individuals, and always remember to love themselves.
Lyrics: "I, I, love myself."
3. UGH!
The song explicitly states anger and malicious intent, but contrast these usual connotations of these words, to turn them into something rather positive and empowering. However, given the context of the word, "ugh", it can mean various things. According to Genius, "In Korean, the word, "ugh" is a word that describes a sudden type of anger, it's something you feel before compulsively lashing out, after restraining for so long". This links to the English definition of disgust and hate, which expresses BTS' anger and hatred to their haters, after enduring them for so long.
4. 00:00 (Zero O'Clock) (2020)
This song is about essentially leaving behind everything and starting over, hence, the song name, as midnight represents a new day; a new beginning. The song helps overcome any issues or 'weight' people may be carrying and to really just leave it all behind in the past and start anew.
Lyrics: "Ooh, Ooh, and you're gonna be happy"
5. Magic Shop
This song strongly resonates with ARMY, as it's about the love the members have for their fans. The song is essentially about this 'magic shop', in ARMY's hearts, where they can trade their fears for happiness and love.
“Magic Shop” is written for the fans. Since it’s a fan song, I made it with my love for the fans, so it didn’t feel like work. During our concert, RM said to the fans: ‘You found us and acknowledged us, and that makes you capable of anything.’ This song is based on those words. When you’re down and tired and want to escape from the reality, open the door inside you and there will be a magic shop, in which you’ll find the seven of us waiting to support you and console you. I wrote this song for the fans, and we will be happy if many of you find strength and comfort from the song. When you’re down and tired, please come to the ‘Magic Shop."
4. Do they conform to the current cultural ‘ideal’ or go against it? How?
BTS at times, do conform to the current cultural 'ideal', but also follow their own values and beliefs, which are indifferent and separate to that of the current ideal, as compared to other popular artists. They are outspoken about their messages, whilst other stars tend to stay quiet or instead cause controversy.
5. Give an example of something that may have or could devalue their star quality.
If BTS were to be involved and/or working with an artist(s) who is known or recognised for being problematic, then fans may potentially think differently of them. This has already been shown, as one of the members were seen in a studio with a problematic artist, Jay Park, who's reputation was destroyed after he was seen making repeated counts of racism and Islamophobic remarks online, as well as in his music. The fandom was distraught, but yet, they did not hold the member accountable or responsible for his actions.
Another example is if BTS make harmful or degrading remarks of other individuals in K-pop (such as other groups, i.e. Twice, Blackpink, NCT, etc.).
Comments
Post a Comment