BTS: DIGITAL CULTURE AND SOFT POWER
DOI:
https://doi.org/10.29121/shodhkosh.v7.i7s.2026.8219Keywords:
Soft Power, Bts, Cultural Diplomacy, Army, Digital CultureAbstract [English]
This paper explores how BTS has become a significant force of Korea’s soft power strategy in the digital culture. Drawing on Nye’s concept of soft power, the study analyses numerous influences that BTS has had in the field of social, economic, political, and cultural aspects in the history of Korean popular culture. As one of the pioneering factors in the global growth of K-pop over a short period of time, BTS's influence on youth transcends national borders and has been described by McLaren and Jin (2020) as the persistence of cross-border cultural exchanges in the digital culture. Through their authenticity and constant engagement with their fans, BTS’s successes rose from their moral and emotional ground, where the band members shared their personal experiences through their lyrics as well as through live streaming, among others. The band also focuses on raising funds for mental health awareness, such as the Love Myself campaign with UNICEF and the like. By incorporating individuality, authenticity, and social advocacy into their music and lyrics, BTS emerged as a key group who redefined soft power through emotional influence while reshaping the impact of Korean popular culture in the digital era.
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