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BTS and ARMY Culture

BTS and ARMY Culture

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Jeeheng Lee
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2019-10-31
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2020-02-18
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12MB
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ARMY is a community of taste, and BTS is their common denominator. This book started from the wish to apply the perspective of a cultural studies scholar in order to investigate the fandom ARMY as a most ardent outcome to arise from a ¡°community of taste.¡± On a personal level, the most pressing question was which vantage point to assume for myself. While research is a language of rigorous logic, criticism is a language of warm interpretation¡ªor in the words of Terry Eagleton, ¡°a sensitivity to the thickness and intricacy of the medium.¡± If research is to approach something through objectivity and tested theories, this book can be understood as a work of criticism for general readers, written by an Aca-Fan (academic and fan) who lets her affection shine through. BTS and ARMY Culture illuminates how ARMY, which is a kind of imaginary community of BTS-loving fans, has created epistemic distance towards standard K-pop culture and cements BTS¡¯ status in global mainstream music via tangible fan practices. To this aim, I analyze social media and online fan communities that serve as discursive spaces for ARMY, and observe in particular how ARMY forges BTS¡¯ cultural status by compromising and negotiating with mass media that hold cultural power. This book revolves around these general aspects, and rather than posing as a work of theoretical criticism, its identity resembles an archival document that captures the dynamics of ARMY in the contemporary cultural landscape. For ARMY, I hope that this book is valuable as a neat documentation of their achievements. To those who are curious about ARMY, I hope that this book can serve as a ¡®full-scale anatomy of ARMY.¡¯

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