Social and Behavioral Sciences Commons^™

Bts & Army: A South Korean Music Group And Their Fandom Create A New Grassroots Movement For Social Change, Ye Ram Chung

Masters Theses

This study links the discourse analysis of social innovation, social entrepreneurship, and cultural analysis of BTS--a South Korean music group--and their global fan base--ARMY. Despite its diversity in form, the current narrative of social innovation in academia has been limited to western market constructs, business, or technological innovations, while the process of social innovation remains under-researched. The BTS and ARMY movement has been a growing study in scholarship, as their collaborative efforts redefine a new form of human connection through digital intimacy, creating a grassroots movement for social and cultural revolution. By integrating and analyzing diverse concepts of social innovation …