ALM215 Global Media Essay Sample

ALM215 Global Media Essay

Q: What is the second assessment task and detail of student output?

In the critical essay, you are required to work on one of the following topics below. You are

NOT allowed to work on other topics.

(1). Social media and climate activism: Possibilities and limitations

(2). Can digital media transform authoritarian states into democracies?

(3). BTS as South Korea’s soft power

Q: How should I understand the chosen topic?

For topic one, you are expected to discuss the use of social media for doing climate change activism. We’d like to see your case studies that could demonstrate the roles of social media in informing the public about climate change issues or inspiring online or offline actions. You also need to refer to academic literature and your case studies to reflect on the possibilities and limitations of digital media in climate (environmental) activism.

For topic two, you are expected to examine the roles of digital media in authoritarian states, especially their political impacts. We’d like to see your case studies that could demonstrate the political impacts of digital media in these countries. You also need to refer to academic literature and your case studies to justify your response to the question if digital media can transform these countries into democracies.

For topic three, you are expected to examine South Korea’s soft power by using BTS (Bangtan Boys) as a case study. We’d like to see your analysis of BTS in doing soft power and cultural diplomacy for South Korea. You need to refer to academic literature and your case study on BTS to discuss the roles of K-pop in prompting the South Korea’s soft power.

Q: Do I need to have a table of content and an abstract for my essay?

A: No, a critical essay is not a research thesis. A table of content and an abstract are not needed. The title of the essay is the given topic above.

Q: Can I use the examples introduced in the seminar slides?

A: Yes, you can. However, we hope you could further explore the examples for your own use. A high-quality essay should demonstrate the author’s own insight and creativity. You can’t literally summarise the seminar slides in you essay.

Q: How many references should I have for the critical essay?

A: Normally, a critical essay of 2,000 words has 10-15 references, including scholarly sources, such as journal articles, chapters and books, and non-scholarly sources, such as news articles, commentaries and industry reports.

Q: What is the word count for the critical essay?

A: 2,000 words +/-10%, excluding reference list.

Q: What is the referencing style for AT2?

A: Harvard Referencing Style.

Solution

Introduction

The K-pop phenomenon BTS (Bangtan Boys) is leading South Korea's soft power strategy as the nation emerges as a significant player in the world of cultural influence. This essay examines the potential of BTS as cultural ambassadors and their journey from local band boy to becoming a soft power for South Korea. The essay examines how BTS are social media savvy, great personalities and how they contribute to society. BTS changed the perspective of South Korea to the people around the world. This essay highlights the role of BTS in changing the perspective of soft power and how BTS rewrote a nation's narrative about soft power.
Understanding Soft Power and Cultural Diplomacy

A country's ability to influence others by attraction and appeal rather than coercion or force is known as soft power, a term coined by Joseph Nye (Fenenko, 2023). BTS's function as cultural ambassadors is clear evidence of South Korea using the group as a soft power tool. Their relatable and genuine music acts as a cultural link between South Korea and a wide range of international listeners. BTS shares a common emotional experience with their global fan base by conveying not just the energy of Korean pop culture but also universal themes via their captivating performances and socially minded lyrics. Within this framework, the explosive ascent of South Korean K-pop group BTS provides an engrossing case study to explore how South Korea strategically uses its cultural resources to bolster soft power internationally (Jin, 2018).

Soft power has never been more effective than in the case of BTS, whose explosive ascent to fame in the world of music has crossed both national and cultural barriers. Beyond just having skill on the instrument, their popularity is rooted on relatability, genuineness, and a special fusion of modern world sounds and traditional Korean characteristics. Many audiences throughout the world have shown admiration and attention to this synthesis, which has proven to be quite helpful. BTS has thus gained international recognition and greatly enhanced public perception of South Korea (Kim and Jin, 2016).

Using BTS's fame strategically helps South Korea achieve its objectives in cultural diplomacy. Due to the group's immense popularity, they are able to showcase not just their musical prowess but also the essence of Korean culture. The songs, concerts, and social media presence of BTS generate good impressions and provide a comprehensive view of South Korea on a global scale (Cui, 2022). By this contact, South Korea promotes itself as a vibrant, forward-thinking nation with a rich cultural heritage.

BTS as Soft Power Ambassadors

The band BTS for management assignment expert breaks through the traditional definitions of musical success. They are frequently praised as a worldwide phenomenon and cultural icons. They have accomplished so much more than just music; they have had a significant influence on how the world views South Korea. With a focus on their function as soft power emissaries for South Korea, this essay explores the complex aspects of BTS's success (Giudice, 2023). Not only have BTS's musical achievements contributed to their popularity, but they have also been able to connect with fans on a more intimate and profound level. Their realness, which provides followers with a sincere connection that extends beyond appearances, is the foundation of their success. A sense of universality that cuts over linguistic and cultural divides is produced by this genuineness combined with a realistic story of struggle and self-discovery.

Authenticity is a valuable instrument in the world of soft power for countries looking to expand their influence internationally. The public image and social media activity of BTS, in addition to their music, are key components of their authenticity. Not only are the members' professional performances appealing to fans, but their genuine, unadulterated personalities also do. Because of their true connection-fostering authenticity, BTS is able to effectively communicate to a worldwide audience the depth and complexity of South Korean culture (Courtney, 2020). BTS's socially conscious messaging helps to strengthen their image as soft power ambassadors. The group addresses key societal issues such as inclusivity, self-love, and mental health in both their public statements and music. They promote themselves as socially conscious artists by doing so, in accordance with soft power theories that emphasise common values and interests.

The Global Appeal of BTS

BTS's ability to deftly combine traditional Korean elements with a contemporary, global sound is the key to their incredible global success (Chung, 2022). BTS's ability to seamlessly blend music and culture into a cohesive whole has allowed them to establish themselves as global cultural ambassadors, their impact extending well beyond their musical prowess. This article looks at how South Korea's soft power abroad is strengthened and the group's unique fusion increases their appeal on a global level. In order to create a mashup of many inspirations, BTS skillfully combines modern genres with traditional Korean instruments, melodies, and themes in their songs. Their creative sound is further improved by their use of traditional elements and their use of antiquated instruments like the gayageum and hwa-rang.

As per studies of Hwang (2018), a major contributing element to BTS's efficacy is the group's sincerity. When BTS incorporates traditional aspects, it seems authentic and natural, unlike flimsy attempts to appeal to a worldwide audience. Through their music, style, and even narrative, the members' strong ties to their cultural heritage are made clear. Because of the group's dedication to maintaining their individuality while adopting a global perspective, fans feel more connected to them as a result of their honesty. Genuineness in cultural goods is crucial for successful diplomacy, as the literature on soft power emphasises. True cultural relationships are established by authenticity, which promotes respect and understanding between people. Through the removal of cultural boundaries and the invitation to listen to and enjoy Korean music, BTS's music becomes a potent tool for cross-cultural engagement.

(Mirshahi, 2021). Furthermore, BTS's attraction is not limited to the aural sense; it is widespread. Their artistically gorgeous music videos frequently depict South Korea's rich cultural tapestry through cultural motifs, traditional attire, and symbolic imagery. By doing this, BTS advances the objectives of soft power by helping to create a favourable and complex image of South Korea.

Cultural Diplomacy through Social Media

According to Trinh (2023), BTS's command of social media has grown to be a crucial component of their ambassadorial role for soft power, greatly enhancing South Korea's worldwide influence. Thanks to their enormous fan base on social media sites like Instagram, TikTok, and Twitter, the group is able to actively participate in cultural diplomacy by interacting with followers all around the world and instantly influencing their opinions on South Korea. The magnitude of BTS's social media fan base is evidence of the group's worldwide appeal. The members of BTS have amassed a sizable and varied fan following that stretches across countries, with millions of followers on each site. Thanks to their wide audience, they can communicate cultural insights, material, and messages to a large audience, making their social media presence an effective weapon for cultural diplomacy.

In addition to growing BTS's fan base, direct interaction with followers on social media also promotes a feeling of community and connection. Through this direct contact, fans from different cultural backgrounds are able to connect with the members on a personal level and, consequently, with South Korea, surpassing conventional barriers. Fans may engage in conversations, exchange stories, and feel like active participants in the cultural exchange that BTS is facilitating because of the participatory nature of social media (Lynch, 2022). Furthermore, a carefully managed picture of South Korea as active, lively, and culturally diverse is presented in the stuff that BTS shares on social media. A favourable national image is mostly constructed by glances into their life behind closed doors, brief accounts of Korean customs, and manifestations of their cultural pride. Because it defies prejudices and presents South Korea as a contemporary, diverse society, this image-building is essential for promoting a positive view of the country in the framework of soft power. In line with the changing nature of international communication, BTS is using social media as a weapon for cultural diplomacy. BTS utilises these channels to highlight the cultural variety of South Korea in addition to using them for self-promotion at a time when internet connectedness is crucial (Sun, 2022).

The Socio-Political Influence of BTS

Since their socially aware songs are such a potent tool for addressing current concerns and building meaningful connections with a worldwide audience, BTS's socio-political influence transcends far beyond the entertainment industry. Soft power is in line with BTS's capacity to address issues like mental health, self-love, and societal concerns since it presents them as cultural ambassadors who promote empathy, understanding, and constructive social change (Partain, 2023). BTS is a source of empowerment and comfort in a world where people are struggling with the intricacies of mental health. Resonating with listeners throughout the world who experience similar challenges, the group candidly addresses issues of anxiety, loneliness, and self-discovery. BTS becomes ambassadors for mental health awareness by tackling these topics and going beyond the conventional role of artists. By portraying a progressive and caring image and demonstrating a culture that recognises and handles mental health challenges, this campaign enhances South Korea's soft power.

BTS's emphasis on self-acceptance and love breaks down linguistic and cultural boundaries to provide a message that speaks to a wide range of listeners. Fans feel united by BTS's powerful themes in a world where cultural pressures and unachievable ideals are commonplace. Beyond only their mutual love of music, this common experience forges a worldwide community that respects and encourages the group for both their creative ability and their dedication to inspiring and uplifting others. BTS's involvement with societal issues also gives their position as cultural ambassadors more nuance (Proctor, 2021). Their lyrics demonstrate a deep knowledge of the world around them, whether they are tackling topics like injustice, inequity, or pursuing aspirations. By projecting a worldwide community image of social consciousness and progressivism that is consistent with the global mood towards social justice and equality, this socio-political involvement enhances South Korea's soft power (Fuhr, 2015).

Case Study Focus on BTS

An analysis of South Korea's soft power dynamics can be more complex when BTS is explicitly examined within the larger K-pop environment. What makes BTS so popular throughout the world is the genuineness ingrained in their persona. Their music incorporates traditional Korean themes while keeping a contemporary feel, which allows them to transcend the usual K-pop stereotype. Bridging cultural divides and building authentic connections with a wide range of people throughout the world have been made possible by this mix. Furthermore, BTS's mastery of social media platforms—where they engage directly with fans throughout the world—demonstrates the efficacy of digital communication in cultural diplomacy. Because they are seen as advocates of positive social change, the group's socially aware songs—which address issues like mental health—amplify their socio-political influence (Parc and Kim, 2020).

Conclusion

In conclusion, BTS's unparalleled worldwide influence serves as an ideal illustration of how cultural diplomacy may enhance South Korea's soft power. They are seen as both cultural ambassadors and pop idols because of their sincere demeanour, ability to blend tradition with modernity, and engagement with social issues. True connections are forged worldwide by BTS, whose grasp of social media and commitment to deep narratives transcend musical boundaries. This article emphasises a power in which a group of guys represents a country's view to the outside world. It also looks at how unique BTS is in influencing the K-Pop scene. BTS demonstrates how art has the ability to alter a nation's diplomatic ties with another nation. 

References

Hwang, J., 2018. K-pop idols, artificial beauty and affective fan relationships in South Korea, in Anthony Elliott (ed), Routledge Handbook of Celebrity Studies, 190-201, Roultedge.

Jin, D., 2018. “An Analysis of the Korean Wave as Transnational Popular Culture: North American Youth Engage Through Social Media as TV Becomes Obsolete.” International Journal of Communication 12: 404-422.

Kim, T and Jin, D., 2016. Cultural Policy in the Korean Wave: An Analysis of Cultural Diplomacy Embedded in Presidential Speeches, International Journal of Communication 10: 5514–5534.

Fuhr, M., 2015. Globalization and Popular Music in South Korea: Sounding out K-pop. Abingdon: Taylor & Francis.
Fenenko, A.V., 2023. Anti-Soft Power in Political Theory and Practice. Russian Journal of World Politics and Law of Nations, 1(3), pp.27-62.

Cui, C., 2022. Reviewing the Culture and Impact of Pop Culture Tourism: A Case Study of BTS (Doctoral dissertation, Auckland University of Technology).
Giudice, S., 2023. Commodification of Korean Culture in the West: Orientalism in the era of modern social media.

Courtney, M., 2020. “You can’t help but love them”: BTS, transcultural fandom, and affective identities. Korea Journal, 60(1), pp.100-127.

Chung, Y.R., 2022. BTS & ARMY: A South Korean Music Group and their Fandom Create a New Grassroots Movement for Social Change.

Mirshahi, R., 2021. Hallyu: How South Korean Cultural Diplomacy Shapes the Nation Brand.

Trinh, H.K.V., 2023. Global marketing of the Korean music industry turns into global marketing of Korea: Case study: K-pop group BTS.

Lynch, K.S., 2022. Fans as transcultural gatekeepers: The hierarchy of BTS’Anglophone Reddit fandom and the digital East-West media flow. New media & society, 24(1), pp.105-121.

Sun, M., 2022. From HOT to GOT7: Mapping K-pop's fandom, media, and performances in China.

Partain, A.G., 2023. Using Memoir to Explore and Heal Trauma Inflicted by Emotional Abuse, accompanied by Excavating Me, A Memoir.

Proctor, J., 2021. Labour of love: Fan labour, BTS, and South Korean soft power. Asia Marketing Journal, 22(4), p.5.

Parc, J. and Kim, Y., 2020. Analyzing the reasons for the global popularity of BTS: A new approach from a business perspective. Journal of International Business and Economy, 21(1), pp.15-36.