2 days ago
- Entertainment
- The Mainichi
BTS's 2nd chapter: Breaking masculinity stereotypes, group to remain in spotlight (Pt. 2)
SEOUL (Mainichi) -- K-pop sensation BTS is making a comeback. This is the second part of an interview conducted with Hong Seok-kyeong, a leading expert on BTS and author of "BTS on the Road," at Seoul National University's Center for Hallyu (Korean culture) Studies to discuss BTS's future.
Gamification of fandom organizations
Question: As the K-pop market expands globally, will the way of communicating with fans also change?
Answer: In recent years, platforms for fan communities accessed via mobile apps have spread. Large entertainment agencies manage not only ticket sales, but photos and messages of multiple idols on a single platform. It's a strategy to capture fans and conduct business there. Hybe Co. (BTS's agency) is focusing heavily on the platform Weverse, and has hired many executives from the gaming industry. The K-pop world is becoming more like the gaming industry. As a result, the top-down flow of information from agencies to fans has accelerated, but horizontal solidarity among fans is weakening.
Q: Is global solidarity among the BTS "army" (the name for the group's fandom) also diminishing?
A: Globally active fans, "army," are responding skillfully. While they use the platform for ticket purchases, fan-to-fan interactions primarily occur on X (formerly Twitter), effectively navigating these two worlds. However, if they don't master both, polarization will intensify. The true strength of K-pop fans lies in their self-management ability to set goals for their favorite idols, understand what they need to do to achieve those goals, and fulfill their roles voluntarily. This stems from horizontal connections among fans, not from orders. Therefore, if entertainment agencies try to manage fans unilaterally, it won't work well.
Counteracting oppressive 'masculinity'
Q: Will BTS's global presence, which has internationalized K-pop, continue?
A: BTS has caused a seismic shift in the U.S. as an entity that transcends racial and gender boundaries. The appearance of beautiful men wearing makeup, as opposed to the macho and oppressive masculinity seen in Hollywood and Disney movies, was groundbreaking. This is why they are viewed with hostility by supporters of U.S. President Donald Trump.
Q: Even without vocally advocating gender issues, their mere existence is revolutionary, isn't it?
A: Globally, many people explore their sexual identity through K-pop idols, and although it is not openly discussed, K-pop and LGBTQ cultures resonate with each other. For teenagers in Europe and the U.S. who are exploring their sexual identity, BTS is highly valued as a "primary source" for reference. They are creating a new role model that replaces dominant masculinity and are walking a path no one else has. They will continue to attract attention in the future.
Q: Are you an "army" yourself?
A: People who read my writings often say that, but I am merely observing them as a researcher. It's true that I find joy in researching and feel hope in K-pop culture. When I attend concerts, I receive messages from "armys" worldwide, even if the venue is in Seoul. The pains of living in South Korea, a country once colonized and developing, resonates with many nations. I believe that K-pop, which expresses this pain, is an opportunity for South Korea to connect with the world.
(Japanese original by Akiko Horiyama, Foreign News Department)
Profile: Hong Seok-kyeong was born in 1963. She specializes in communication studies. After completing her doctorate at Seoul National University (SNU), she earned a Ph.D. from Stendhal University (now University Grenoble Alpes). She served as an associate professor at the University of Bordeaux from 2000 to 2013 before becoming a professor at SNU in 2013. She was appointed the first director of the Center for Hallyu Studies in 2022. Between 2018 and 2019, she accompanied BTS on five legs of their world tour and interviewed 92 "army" fans, and has published the book "BTS on the Road."
