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All Journal Inspiratif Pendidikan Ngayah: Majalah Aplikasi IPTEKS Al Ishlah Jurnal Pendidikan English and Literature Journal Caraka : Jurnal Ilmu Kebahasaan, Kesastraan, dan Pembelajarannya SASDAYA: Gadjah Mada Journal of Humanities Lire journal (journal of linguistics and literature Proceedings of ISELT FBS Universitas Negeri Padang International Journal of Humanities and Innovation (IJHI) SASDAYA: Gadjah Mada Journal of Humanities ASHLITION JOURNAL: Ash-Shahabah English Literature, Linguistics & Education ISOLEK: Jurnal Pendidikan, Pengajaran, Bahasa, dan Sastra AJCD VERBA: Journal of English Language Issues, Trends and Studies GLENS: Global English Insights Journal
Rijal, A. Samsu
Sastra Inggris, Universitas Islam Makassar, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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An Exploration of Power Reflected in BTS “Love Myself” Campaign Nur Aisyah; Andi Samsu Rijal; Dahniar Dahniar
ASHLITION : Ash-Shahabah English Literature, Linguistics, & Education Vol. 3 No. 2 (2025): July - December
Publisher : English Literature Studi Program Universitas Islam Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59638/ashlition.v3i2.2129

Abstract

This study examined how power is reflected in BTS’s Love Myself campaign, which have had significant emotional and social impact, especially among their fans, ARMY. Using Norman Fairclough’s three-dimensional model of discourse analysis, this study analyzed how RM’s speech at the UN in 2018 constructed power relations. The data set consists of six selected excerpts from the speech, supported by news articles and selected screenshots of fans’ social media posts. Findings showed that the data demonstrated different forms of horizontal power between BTS and audience: one symbolic, one persuasive, two normative, and the other two were a combination of all three. The active participation of ARMY further strengthens the campaign in the digital space. The results also showed that the campaign helped shift shame-oriented cultural norms toward a more open and accepting environment regarding insecurity, self-worth, and mental health.
Co-Authors Alfiandy Kamal Andi Asdar Andi Muhammad Irawan Andi Muhammad Irawan, Andi Muhammad Arif Hukmi Dahniar Dahniar Eka Apriani Halim, Nur Muthmainnah Hayatul Cholsy Herman Nursaman Khalik, Fihris Marasno, Risal Muhammad Taufik Muhammad Taufik Nur Aisyah Nur Rifda Dzhalzhabillah Nursaman, Herman Putri, Andi Mega Januarti Qawaid, Farhanah Adhiyanih Rai Sahdai Suli Reski Hanisa Rizka Indahyanti Suhandano Suhandano Sulviana Sulviana Sulviana Sulviana Tania Booy Ullandari, Nurul Amaliyah Warsidi Yusuf, Marwah Juwita