Analyzing the Impact of BTS on Resolving the Problem of Youth

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Jurnal Ilmu Sosial dan Pendidikan 33

Analyzing the Impact of BTS on Resolving the Problem of Youth Mental Health

1

Lambok Hermanto,

2

Margareth Salindeho

1

Universitas President

2

International Relations Universitas President

Email Korespondensi: Lambok@president.ac.id, [email protected]

Abstract. This Journal outlines the efforts of BTS as a K-pop boy group to help to resolve the problem of

Youth Mental Health, in which Korea itself has a background as one of the countries with the most mental health cases

in the world. More deeply, in this study, the writer conducted an analysis of several forms of BTS activities that show

their efforts in reducing mental health problems, in this case including; song lyrics in the BTS album, the social

campaign they run with UNICEF, "Love Myself", and finally the public response to these BTS efforts. And in the results

of this research, it can be seen that BTS does indeed have a positive impact through their songs lyrics and social

campaigns. This can be seen from the response of the public who claimed to feel "healed", found motivation, and also

forgot their problem after listening to BTS songs. In addition, in social media, it can also be seen how with the

#BTSLoveMyself campaign, the users of this hashtag also provide support to fellow people with mental health

problems.

Keywords: Boy Band, BTS, K-Pop, Mental Health, Youth,

INTRODUCTION

Developing since the early 2000s,

South Korea is considered to have

successfully developed and promoted its

culture on a large scale. Known as the Korean

Wave, South Korea provides a real picture of

all aspects of the country through the

entertainment industry, especially TV drama

and pop music that has its own Korean

characteristics.

Specifically speaking of pop music,

South Korea itself is known for its genre of

"K-pop" which is a combination of various

types of music genres that are delivered with

a Korean style. The hallmark of K-pop music

itself cannot be separated from the boy-group

and girl-group systems that carry the music.

In the system, boy-groups and girl-groups

who will debut as K-Pop artists will generally

be required to go through a period of training

for singing, dancing and rap in order to have

high selling power in the entertainment

industry market. With various abilities and

attractions possessed by K-Pop artists, this

then makes the K-Pop genre flourish very

quickly and large. With dances and songs

performed by these K-pop groups, a lot of fan

base was formed which was not only limited

to South Korea but also Asia and the rest of

the world. With the development of this K-

pop sector, various layers of the international

community also got an impact, such as by

looking at examples of how to dress like the

K-pop artists that became a style that is

imitated by many international communities,

not to mention also the type of food, the use

of Korean language, even songs and the

dances of the artists are imitated by many

people. Here, K-Pop already gives a good

impact on South Korea itself to promote this

country.

In addition, the rising popularity of k-

pop artists indirectly impacts young people in

Korea to have dreams and desire to join the k-

pop entertainment industry. In this case, K-

Pop has had an impact on many people, even

Korea itself as its home country. Furthermore,

one of the K-Pop artists who have a big

impact is BTS.

BTS is a 7 membered boyband that is

currently at the peak of their career since

they’re titled as biggest group in the world

due to various international achievements and

recognition that they have achieved, such as

the award of the best artist, best album, best

song and best group since 2017 in Korea, and

has topped the billboard charts since 2017,

earning the nickname of the best group and

top artist in America since 2018 (BBC, 2018).

However, debuting in 2013 under the auspices

of the Big Hit Entertainment agency, BTS

began their career as a group that did not have

so many opportunities to appear on music

shows due to the group's background as an

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artist who came out of a small agency namely

Big Hit Entertainment, which is this agency

not included in the ranks of large agencies

such as SM Entertainment, YG Entertainment

and JYP Entertainment.

Even so, BTS with its unique

trademark as a K-pop idol rooted in the Hip-

Hop music genre is in fact judged to be more

free and able to express their opinions bluntly

through music works and their actions,

compared to other k-pop idols who is more

relying on their big agency for their music

production and activities, in which for K-pop

idols in general, due to a strict contract

system, artists only need to practice singing,

dancing, and rap, while for the production of

music and style will be arranged by a special

team provided by the agency. Therefore,

Korean idol artists often get the music stigma

of class "B" which means less qualified in

musical ability and creativity because

basically they do not have many opportunities

to channel their creativity in the music they

bring themselves, but work like a "robot" that

controlled by the agency (Valge & Hinsberg,

2019).

On the other hand, BTS which was

born from a small agency that since its

inception has been known as one of the idol

groups that has high quality music. With roots

in the genre of Hip-hop music which is a type

of music with loud lyrics and criticism, each

BTS member actively plays a role in every

music production including writing lyrics as a

channel for their creativity. Thus, with this

Hip-Hop genre kind of idol, BTS developed

into an artist who is not only as reliable in

singing, dancing or rap as other K-pop idols,

but also they give their own opinions and

criticisms scathing about social, political,

cultural issues to mental health that occurs in

society through their music and action. In

addition, aside from music with the theme of

love between couples, BTS comes with a

variety of other different love themes such as

self-love, brotherhood, and not forgetting the

theme of "dreams" aimed for the millennial

generation (Wiradarmo, 2019). Here, that is

one of the reasons for the booming popularity

of BTS globally.

In the songs that have been released, it

can be seen how BTS as a public figure

always tries to talk about various topics

inherent in society, as a few examples, the

songs "Whalen 52" and "Jamais Vu" released

by BTS talk about issues related to youth

empowerment which at times often feel

alienated and want to give up, the song "21st

Century Girl" talks about protecting women,

the song "Silver Spoon" speaks about

stereotypes and burdens received by

millennial, the song "Spine Breaker" and "Go

Go" criticize the culture of consumerism of

millennial, the song "The Last" talks about

the depression experienced by them, besides

that there is also the song "Spring Day" which

is interpreted as a form of work to

commemorate the victims of the Ferry Sewol

ship accident which was considered a form of

failure in the political game to the point of it

has been tried to be covered up by the media

and the government (Wiradarmo, 2019).With

this background of the success of BTS, the

group has been considered to become an icon

that is often followed, emulated and

influenced the community positively.

On the other side, speaking about

Youth Mental Health, South Korea is one of

the countries with the highest mental illness

cases in the world. It is noted that 1 out of 4

people in Korea living through this problem,

thus the suicide rate is always increasing

every year (The Straits Time, 2017).

Following this fact, BTS through their song,

interviews, and social media has often issued

statements to support everyone (more

specifically teenagers) who are dealing with

this problem and encouraging them not to

give up or even take actions that are harmful

to themselves. In the form of musical works,

several BTS songs have frankly discussed this

issue, namely "Love Yourself", "Idol", "The

Last", "No More Dream", "N.O", "Sea" and

"The Last" (Wiradarmo, 2019). With a career

background that was built with difficulty,

BTS tried to convince young generation with

these songs, that they are not alone and that

the hard times would surely pass, and

beautiful things will happen. In line with that,

based on personal experience, BTS also often

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tells how they are also often in a bad

situation, but rather than giving up, getting up

and surviving is the best thing for young

people.

Moreover, another form of BTS

efforts to raise mental health awareness is by

joining UNICEF in the "Love Yourself"

campaign that aims to help children and teens

against the violence and getting through

mental illness with the hope of making the

world a better place through the music

(UNICEF, 2017). On this campaign, there are

several forms of implementation, namely the

first, using #BTSLoveMyself in social media

to push young people out of problems of self-

harm, depression and suicidal intention.

Furthermore, BTS also raised funds to help

people in the rehabilitation period for mental

health prevention, and also BTS released an

album with the exact theme, Love Yourself.

From here, the object of this research

will be focusing on the teenagers who have

problems with mental health, more

specifically those who are familiar with BTS

and their works. Utilizing statements or

reviews conducted by them on several music

sites, blogs and official websites of the

UNICEF campaign, this article will look at

how BTS has an impact on young people in

dealing with mental health problems

Research Question

How BTS gives a positive imp act on solving

the problem of the mental health of young

people?

THEORITICAL FRAMEWORK

BTS as a public figure has made

several efforts to help young people get out of

mental illness problems. By utilizing its

influence, there are 2 ways BTS does is

through music that "heals" and runs a

campaign titled "Love Myself" and uses

#BTSLoveMyself.

In this research, I will use several

theories to explain how these two BTS efforts

have an impact on every young person with

mental problems. First, to understand the

BTS' way as an effort to reach people with

mental health, I will use the Popular Culture

theory from John Storey (2015) in "Cultural

Theory and Popular Culture". Here, in the

meaning of Pop Culture, taking the

understanding conveyed by Raymond

William in this book, Popular culture has 4

meanings, namely ‘something that well-liked

by many people'; 'inferior kinds of work';

'work deliberately setting out to win favour

with the people'; and ‘culture that actually

made by the people for themselves’. Here, Pop

culture can simply be interpreted as a “culture

that is widely favoured or well-liked by many

people” (Storey, 2015).

In achieving the objectives of Pop

Culture, the Utilization of Television,

Newspapers, Radio, Movies, Songs and social

media then included as the hallmark of

implementing pop culture in society as

general or broadly. In this case, the use of

media that can be easily accessed by the

community is considered as an efficient

practical form in conveying everything that is

intended by someone to be digested, enjoyed,

and liked by the public at large. (Tanudjaja,

2007).

Furthermore, when the goal of Pop

Culture is achieved, which is where a work

can be liked by many people, then many

impacts can be received by the people

included in it. In this case, when a group of

people in large numbers can reach the stage of

liking a work in large quantities, it is likely

that these people can follow or take examples

of actions that are emitted and intended in the

work or even the person behind the work.

With this basis, then I will try to see,

how the BTS efforts as outlined in their work

containers can win the hearts of many people,

more specifically those with mental health

problems and influence them.

In the second part, responding to the

procurement of the campaign titled "Love

Myself" and the use of #BTSLoveMyself, I

will use the theory of Public Communication

Campaign discussed by Charles K. Atkin and

Ronald E. Rice in a journal entitled "Theory

and Principles of Public Communication

Campaign".

Here, they defined Public

communication campaigns as "a purposive

attempt to inform or influence behaviors in

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large audiences within a specified time period

using an organized set of communication

activities and featuring an array of mediated

messages in multiple channels generally to

produce noncommercial benefits to

individuals and society" (Atkin & Rice,

2009).

In procuring campaigns that have an

impact on many people, Atkin and Rice

argues that the application of social marketing

can emphasize an audience-centered

consumer orientation by seeking promotion in

an attractive and optimal way to achieve

influential campaign objectives. Moreover,

the application of social marketing is

applicable in order to promote a desirable

behavior as the theme of the campaign.

Campaign generally contains two

elements of messages, namely Awareness

message to provide information about an

issue or problematic situation at the time and

Instruction massage aimed at providing

information about what should be done in the

problematic situation. Here, social marketing

is needed so that the message can arrive and

be properly digested by the public. For this

reason, several social marketing strategies

that can be used are through social media. In

connection with the development of

technology and communication, the use of

social media is believed to be able to make a

major contribution as a communication

platform and to find out the latest

information. Therefore, the use of social

media can be used as a social marketing

strategy in implementing campaigns.

Furthermore, in general discussing the

impact of BTS, I will also discuss the system

of public figures' reputation discussed by

Xiaoxuan Ciu in Atlantis Press. In his

writings stated that Public Figure is "the

person who have a certain social status or

social awareness within a certain range,

impactful, and can benefit from the

community, and closely related to social

interests, the occasional cause of the

exception.” (Cui, 2017). In here, it is

understood that with the social status and

popularity possessed by a public figure, then

that person can easily show or give an

example of an action that results in the action

being followed by the public who see it.

At the end, I using the theories above

to explain the impact of BTS as a public

figure, through music and campaigns to

reduce the number of young people with

mental health problems.

RESEARCH METHODOLOGY

This research will be focusing on

analyzing some of efforts carried out by BTS

to solve a problem regarding a large number

of mental illness sufferers among adolescents.

In this case, by focusing on the use of works

by BTS as musicians, as well with the social

campaign actions carried out by them, the

writer will then collect data and information

through BTS song lyrics and the "Love

Myself" social campaign with UNICEF as the

two main elements to be analyzed.

In the first element, the writer will

analyze deeper about the lyrics in songs

produced by BTS. Here, the writer will take a

sample of 3 songs from all the work that has

been done by BTS. The lyrics in question are

all the lyrics that provide a "healing" effect or

contain words of support to encourage people

who go through difficult times related to

mental health. From these lyrics, the writer

will then collect comments from people who

are dealing with mental illness that listening

to BTS’ songs. In this case, the author will

take 3 samples of comments for each song

which is contained on the official You-tube

channel of BTS itself. Here, the writer decides

to take a sample based on BTS You-tube

channel because the writer believes that they

are the people who have listened to BTS

music, so they are the ones who deserve to

give comments on whether the BTS songs

affect their mental state or not.

Furthermore, related to the second

element, the writer will analyze more deeply

about the implementation of the social

campaign titled "Love Myself" issued by

BTS, in collaboration with UNICEF since

2017. Here, by focusing on two main

activities in this campaign, namely the use of

#BTSLoveMyself and voluntary fundraising,

the author will take examples of BTS

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solicitation actions through their social media

Twitter activities, and also collect data on the

development of fundraising from the initial

release of the campaign to this time.

In the end, after all the data has been

collected, the author will provide an

interpretation of how all the efforts that have

been made by BTS have an impact on young

people's problems with mental health.

ANALYSIS

As a group that is active in

entertainment industry, BTS has released

variety of works that are considered

interesting and liked by many people, both

inside and outside Korea, as K-Pop culture

has also spread around the world. By

becoming part of Korean pop culture that is

famous around the world, BTS through its

work since debut has voiced their concern for

various social issues, especially about mental

health, in which through songs produced by

BTS members themselves. In addition, some

BTS activities are also attached to social

events with a mental health theme, such as

collaboration with UNICEF.

By raising the theme related to mental

health through their activities and songs, BTS

then considered to have succeeded in creating

positive content with which could make

everyone who heard it become aware of

mental health problems, and also those who

were experiencing it could feel encouraged.

This can be seen from how many of their

songs have become popular and liked by

many people. Thus, in accordance with the

objectives in Pop Culture discussed in the

previous theoretical framework, it can be seen

how BTS utilizes the use of their songs that

are spread easily through the internet, radio

and world music platforms, as well as an

educative work that is well-liked by many

people. Here, that's how BTS can become a

public figure with a large impact on the

public, especially those with mental health

problems

Songs with the theme of "Love Yourself"

First, to see this in depth, several songs can be

observed in order to understand the BTS

message directly to young people with health

problems.

a. Love Myself: Answer

This song was written by three BTS

members; RM, J-hope and Suga, are one of

the songs included on the BTS album released

in 2017, titled LOVE YOURSELF

結

ANSWER, which overall intends to tell a

message that “Loving oneself is where true

love begins” (Big Hit Entertainment). In this

song that talk about the story of a journey to

self-love, BTS in it calls for the importance of

loving oneself for everyone. This is shown in

some of the lyrics below:

"Loving myself might be harder than

loving someone else, Let’s admit it.

The standards I made are more strict for

myself.

The thick tree rings in your life, It’s part

of you, it’s you.

Now let’s forgive ourselves

Our lives are long, trust yourself when in

a maze

When winter passes, spring always comes

.....

You’ve shown me I have reasons

I should love myself (oh)

...

The me of yesterday, the me of today, the

me of tomorrow

(I’m learning how to love myself)

With no exceptions, it’s all me

...

Maybe there’s no answer

Maybe this isn’t the answer either

It’s just that loving myself

Doesn’t require anyone else’s permission

I’m looking for myself again

But I don’t wanna die anymore

Me, who used to be sad

Me, who used to be hurt

It’ll make me more beautiful

....

Yes, I have that beauty

Knowing that is going

On the path to loving myself

It’s what I need the most

I’m walking for myself

It’s an action needed for me

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My attitude towards myself

That’s the happiness I need for me

I’ll show you what I got

I’m not afraid because it’s me

Love myself"

With such lyrics on their song, BTS spreads a

deep message about self-love to every

listener. Through the comments column of

this song that was uploaded on the official

BTS’ Youtube channel, some listeners then

left comments on how this song meant for

their mental health.

(BANGTANTV, 2018)

In this song's comments column,

listeners give their testimonials about how

this song which is written by BTS members

has an impact on how they think about their

selves. It is also understood how everyone

that has a bad experience related to the way

they think and treat themselves, in the end,

they can change towards a more positive

direction through this song.

b. Outro: Epiphany

Similar to Love Myself, this song

sung by Jin BTS is also one of the songs from

the BTS album, LOVE YOURSELF

結

ANSWER. In this song, it is emphasized that

every human being might not be perfect, but

every people basically has his or her own

beauty. It doesn't matter how lacking we are,

but we are all precious. For that, first thing

that should be loved before anyone else is

you. In the song, the lyrics say this:

“I may be a bit blunt, I may lack

some things

I may not have that shy glow around

me

But this is me

My arms, my legs, my heart, my soul

...

I’m the one I should love in this world

Shining me, the precious soul of mine

I finally realized, so I love me

Not so perfect but so beautiful

I'm the one I should love”

With the lyrics in this song, it can be

seen that BTS is also foaming to make its

listeners aware of the uniqueness that

everyone has. By not constantly pursuing

perfection, but because we are valuable, we

shouldn't hate ourselves, but rather to love

ourselves. Here, the message referred to BTS

was successfully reached his listeners. This

can be seen through the comments column

where the song is uploaded on the official

BTS’ Youtube channel, as follows:

(Big Hit Labels, 2018)

From these comments, it can be seen that

the BTS message in this song can be

successfully received by the listeners. And not

only that, listeners who feel they have

understood the message even trying to convey

the purpose of this song in words that are

easier for others to understand, in which to

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love themselves is a very important thing to

do.

c. 2! 3!

Unlike the previous songs, this song is

included in another BTS album, titled "You

Never Walk Alone" which was released in

2015. The album itself generally has a

message of comfort and hope to the youth of

this generation, that it is stated "We can laugh

if we are together" (Big Hit Entertainment,

n.d.). More specifically, 2! 3! is one of BTS

songs that was aimed to their loyal listeners or

their fans. In this song, BTS provides support

and encouragement to every listener.

Moreover, BTS expressed their presence and

desire to continue to help listeners out of their

problems, in where days feel hard or when

their mental state is bad, through their music,

BTS can help them to get it through. The core

lyrics that describe the message in this song,

say that:

It’s okay!

Come on, when I say "one, two,

three", forget it!

Erase all sad memories,

And smile, holding onto each other’s

hands.

...

Hoping for more good days in the

future

I just wanted to make you smile

I wanted to do good.

In line with the album's title where the

song is incorporated, BTS conveys a message

that every difficult day can be forgotten

slowly. With the lyrics above, it is hoped that

listeners can look forward to a better future

than focusing too much on sad memories that

existed before. This message can also be well

received by BTS fans, seen in the comments

column of this song which uploaded by the

official BTS channel.

(BANGTAN TV, 2018)

In the comments above, it can see how

fans responded to this song. With their

recognition of how calm they are after

looking up for this song. It can be understood

that BTS has achieved their goal of providing

comfort and hope for the listeners.

In the end, as the spread of pop culture

developed throughout the world, BTS, in this

case, has succeeded in spreading a deep social

message to listeners to its music throughout

the world. With music and the use of social

media, BTS can win the hearts of many

people through educative and constructive

works, which in the theme of mental health,

BTS is trying to make a good impact on

everyone, especially young people who are

currently in a high case of mental illness.

Social Campaign of “Love Myself”

As another BTS effort to address the

mental health issues experienced by young

people, there are also social campaigns

undertaken in collaboration with UNICEF.

With the title "Love Myself", BTS started a

series of social campaigns in early 2017. In

this project, BTS together with UNICEF

focused on handling various cases of violence

that occurred to young people, including self-

violence caused by mental illness or violence

against others, like bullying (Big Hit

Entertainment, n.d.).

In its implementation, this campaign is

promoted globally throughout the world with

its headquarters in Korea. Just as the Public

Communication Campaign theory discussed

in the previous theoretical framework, the

Love Myself Campaign has utilized social

marketing tactics to deliver awareness

messages to provide information about the

issue of mental health and also the instruction

message about what to do in order to face the

issue. Here, BTS uses several platforms to

spread the message of this campaign, such as

using #BTSLoveMyself on social media

Twitter, opening the Love Myself booth

around the BTS concert area and also raising

funds globally to help run the campaign to

schools and also as a grant to mental illness

patients. With the use of various platforms, it

can be seen how BTS strives to be able to

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influence many people, both directly and

indirectly.

Last updated on 30 November 2019,

there were at least 2.6 billion of South Korean

Won or equal to 2.1 million dollar

accumulated funds collected from this

campaign. These funds were collected from a

number of events organized by BTS and

UNICEF itself, such as: 1) KRW 500 million

from Big Hit Entertainment and the seven

BTS members; 2) Donations of 3% of the

income from the sales of physical albums of

the Love Yourself series, 3) Donations of

100% of the income from the sales of official

goods for the LOVE MYSELF campaign , 4)

Donations installed by UNICEF, as well as

contributions from media partners such as 5)

LINE Donation Sticker, 6) Giveticon Cocoa,

7) Together with Cocoa, and 8) Happybean

(Big Hit Entertainment, n.d.).

Moreover, as for the use of

#BTSLoveMyself on Twitter, there were

11,811,497 tweets that occurred. In this

campaign activity on social media, it can be

seen how BTS and UNICEF share various

kinds of messages and promotions which are

shown in the form of videos, posters and

photos, as follows:

Responding to the implementation of this

campaign on Twitter, with the large number

of #BTSLoveMyself activities demonstrating

how high the public's enthusiasm is in

responding to it. In various forms of tweets on

Twitter, it can be seen how the message of

this campaign also ultimately succeeded in

influencing the way people think and act

towards themselves and others, that is more

positively. As an example of the tweet below:

From this #BTSLoveMyself activity,

it can be understood that more and more

people understand BTS's message to the

wider community, which is to be able to do

good to themselves, and also others, which is

a form of us loving ourselves.

In the end, it can be seen how this

campaign can run well and get success on the

activities that have been carried out, which is

the delivery of messages that received well by

the public. BTS here has also succeeded in

playing the role of a good public figure by

providing a good example for the public. On

another side, BTS's efforts in helping mental

health problems may be well done, also

public response may also have been achieved

well. However, it should be understood that

mental health will is actually the

responsibility of everyone to keep it positive.

Thus, it then becomes a hope that everyone

can remember BTS' messages that they have

received and always practice them on a daily

basis. Because a mental problem is a

challenge that will always be faced by

everyone. And in the end, with good

knowledge and support, everything will

depend on yourself again to win over the

problem.

CONCLUSION

Overall, the research on the impact of

BTS's efforts on Youth Mental Health is

limited to certain matters, such as only 3

sample songs from all 3 BTS albums that talk

about mentality, as well as listeners' opinions

taken from You-tube comments that cannot

be monitored its development. Therefore, it

Jurnal Ilmu Sosial dan Pendidikan

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Terakreditasi Peringkat 5 (No. SK: 85/M/KPT/2020)

Vol. 5. No. 2 Maret 2021

p-ISSN: 2598-9944 e- ISSN: 2656-6753

Jurnal Ilmu Sosial dan Pendidikan 41

can be said that this research has not been

able to draw final conclusions on the valid

impact of these BTS efforts on the lives of

their listeners over a long period of time.

In addition, this study also has not been able

to include a psychological perspective on how

songs or the efforts of musicians can

temporarily or permanently affect a person's

health, therefore, the author personally

believes that this research can still be

explored more in order to find out how these

BTS efforts can become a "therapy" session

for youth with mental health problems.

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