BTS as method: a counter-hegemonic culture in the network society

Abstract

This study focuses on the BTS sensation, examining how three entities – digital networks, the K-pop industry, and fandom – have engaged in the production of an alternative global culture. Based on a multimodal critical discourse analysis of this rising cultural act, the current study pays attention to the dialectical interaction of digital transformation and cultural subjectivization in the contemporary music ecosystem. By integrating Manuel Castells’ notion of the network society into Stuart Hall’s articulation of cultural resistance, I consider BTS as a counter-hegemonic cultural formation from the periphery within the network society. I also argue that the BTS phenomenon has not only unveiled the ideological dimension of Korean cultural formations, but has also proposed new possibilities of non-western and peripheral societies and subjects in the globally networked cultural sphere.