Resources

Drawing on theories of transcultural fandom, this article examines BTS within, and as a product of, these hybridized transcultural flows of content and identity.

This article presents motivations behind fan-lead marketing and promotionional endavors undertaken by BTS's fandom ARMY. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS.

This article investigates the uniqueness of the third generation of the Korean Wave compared to the previous ones and analyzes how these recent Korean media products and popular culture made South Korea a leader of global cultural flow.

Hallyu, the Korean Wave, has entered another stage with the emergence and dramatic success of BTS, a seven-member South Korean boy band, and its uniquely engaged fandom. The band’s fan club, ARMY of BTS, through their social media presence and other internet activities, is a significant factor in the band’s success. Unlike traditional fandom, ARMY has built a huge base of support by championing the message that everyone must find their own personal taste and voice, demonstrating in the process the tribal power of global fandom as a far-reaching cultural phenomenon that exceeds the scope of traditional fan clubs.

To investigate BTS’s storytelling strategies, this article breaks down how stories permeate BTS’s content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences is also examined.