By Saria Raine
BTS, also known as 방탄소년단 in Korean or Bulletproof Boy Scouts, is a international phenomenon that originated in South Korea. With the group formed in 2010 and debuting in 2013, the band consists of seven members who are known by stage name as RM, Jin, Suga,
J-Hope, Jimin, V, and Jungkook. Respectfully, they are also known as Kim Namjoon, Kim Seokjin, Min Yoongi, Jung Hoseok, Park Jimin, Kim Taehyung, and Jeon Jungkook. With all seven members debuting under BTS, they have become one of the most influential artists in the 21st century, with most considering them to be South Korea’s pride. In the 10-year span of their career, their dedication towards social and political change have proven to have an influence that will carry on for generations. From their 2013 debut album 2 Kool 4 Skool up to their commercially successful album Proof in 2022, each member with their will to challenge genres, political and social pressures, have shown how dedicated they are to make the comfortable uncomfortable. With this in mind, their willingness ignited a whole new meaning to k-pop itself.
The term ‘rhetorical situation’ is defined as “the context in which speakers or writers create discourse” (Bitzer, 1999, p. 217). Lloyd Bitzer’s concept of “The Rhetorical Situation” argued that a series of outside events he referred to as the “rhetorical situation” shapes rhetoric more than just the speaker’s aim or audience reaction. The components that are key to the rhetorical situation include the exigence, audience, and constraints. The exigence is simple: the issue that is needed to be addressed through means of communication. Believing a problem is needed to be addressed, the speaker is the one to initiate this rhetorical content. Rhetoric emergence would not have any justification without an exigence. The Declaration of Independence and Martin Luther King Jr.’s “I Have a Dream” are two well-known instances of rhetorical situations. With Thomas Jefferson offering this document as a means of cutting links with Britain and King Jr. imagining a future in which individuals are judged on their character rather than their skin color, both speakers felt compelled to use language to confront a problem. Whether it’s through a document, speech or song the speaker has a motive to spread an urgent message. With BTS debuting in 2013 with their first album 2 Kool 4 Skool, their futures were already promised with the messages that they incorporated into their music. “No More Dream” is one of the tracks included in their debut album but was listed as the title track. It was also released on June 12th, 2013 alongside the six other tracks. “No More Dream” centers on the idea of breaking societal norms: going to school, getting an office job and working for the rest of your life. ARMYs, also known as the fandom name for BTS, are strongly urged to embrace and follow their inner desires without taking society’s expectations into account. The song opens with a strong bass, with the leader RM asking the audience “Hey, what’s your dream?” It highlights the importance of knowing what you want and encourages the listener to think about what they want for their future, rather than what elders and parents want for them. While encouraging, it criticizes younger people for not having passions or dreams. In the first line of the first verse BTS member SUGA raps,
“I wanna big house, big cars and big rings
But I actually don’t have any big dreams.”
Not only is it fitting to the song’s theme, but members of BTS have expressed feelings this way as well. Young people’s groping for “superficial” dreams, which are really just the norm of a secure life that society has imposed on them, is thus a recurrent motif in this song. Obtain a respectable career, graduate, attend a reputable university, and earn good marks. At SBS Gayo Daejun in 2018, SUGA substitutes “let’s go” for “I wanna.” They now own big homes, cars, and rings as they wanted in the original. They succeeded because of their diligence, and now they got what they wanted. Themes of rejecting norms and following your passions continues throughout the song, with criticisms on end for all parties involved. Parents, teachers, society, listeners and even the members of BTS are on the receiving end. Overall, the song is about making your dreams come true without any expectations holding you back.
The message for fighting back against societal norms carries over to their second album “O!RUL8,2?.” With ten new tracks, the album was released on September 11th, 2013. The lead single for this album also is considered to be a powerful title track, following the previous release of “No More Dream.” Along with “No More Dream,” “N.O.” follows the same ideals of encouraging younger generations to not follow ideals set by the older generation. Both songs address the education system in Korea, youth and societal struggles. The rigid expectations are challenged through this upbeat song, with a more focus on criticizing the education system in this song. “No More Dream” allowed listeners to question what they really want for themselves while “N.O” is resistant; it’s pressuring those who aren’t happy to go after what they’re desiring in this lifetime. The repeated lyric of “Everybody say no” in the chorus is alone enough to emphasize the resistance they encourage the listeners to have. Interestingly enough, N.O. stands for “no offense” and this can be interpreted as a way of saying no offense to the older generation, and how they won’t blindly follow what they want. “N.O” also has strong ties to “No More Dream” in a lyrical sense, with the hook from member RM,
“A good house, a good car, will these things bring happiness?
In Seoul to the sky, would your parents be happy?”
Even in the music videos we can see themes of rebellion and resistance. In the “No More Dream” music video, our main seven is seen driving a school bus and at some point crashes into some fixtures. There were also clips of graffiti and them engaging in parkour elements, and the choreo is rigorous and outstanding as it follows the urgency of the song. In “N.O,” the setting opens in a classroom with of course all seven members sitting at their own desks. Authoritative figures, who could be representing the educational system, are keeping an eye on BTS. The camera pans to show that they are given a red pill that likely improves concentration. Just when they were about to lose concentration on their studies, they were pulled back to the book. People will stop at nothing to achieve high grades, which is an intriguing example of how Korean education operates. According to Tom Owenby (2015), an abroad professor who taught English and AP History, stated, “It’s not about finding your own path or your own self as it is about doing better than those around you. It’s in many ways a zero sum game for South Korean students” (Hu, NPR.) Researchers discovered that over half of Koreans between the ages of 11 and 15 said they experienced significant levels of stress on a daily basis. That represents a greater proportion of children experiencing stress than in any of the other 30 industrialized countries that are members of the Organization for Economic Co-operation and Development, or OECD (Hu, NPR).
That being said, the pill served as a means of demonstrating the true extent of this system’s excess and toxicity. The members are all attempting to cope with everything that is going on in their environment and shows how overwhelming studies can be for one person. Jungkook’s outpouring of pent-up frustration is caused by the amount of stress, the exaltation of education, and the harsh and unyielding behavior of teachers. The authoritative figures begin to fight against the resistance that has started, but the members are shown to fight back. Struggles continue for them in the video, but it can be interpreted as motivation for one to keep going despite the obstacles that may stop them from achieving their own dreams. An interesting observation that fans have pointed out was how white the music video was, with little color accents to show how dull the world can be without creation.
From here, the message started to shift a bit but still centers on one putting themselves first. The Love Yourself series is what pivots them to be a global phenomenon and where they explore themes of self-love and finding out who you are. Love Yourself is a collection of albums and a broader creative and philosophical movement that promotes accepting oneself as one is, putting mental health first, and avoiding harmful relationships with oneself and other people. The artists themselves use these themes on a personal level and shaped their identity as artists’, which can be seen in their solo tracks on the albums and was widely acclaimed by many audiences. The three albums of the Love Yourself trilogy—Love Yourself 承 Her (2017), Love Yourself 轉 Tear (2018), and Love Yourself 結 Answer (2018)—offer a path from self-hatred to self-love. The albums were carefully constructed to where psychological studies are adapted to the point that cultural and linguistic barriers are broken. The albums were released at separate times, though each one has a huge role and would make the whole series incomplete if removed. Not only that, but even with the cover art of the albums they’re shown to be intertwined.
Love Yourself 承 Her is the first of the three albums released, with global hits DNA as the title track and Mic Drop featured on the album. This album has a more lighthearted feel to it, with themes of love and the early stages of falling in love with someone. Even if it’s not a person, there is love and appreciation for themselves as artists. In Mic Drop, these lyrics were curated to celebrate their global success:
“Another trophy, my hands carry ’em
Too many that I can’t even count ’em (turn it up now)
Mic drop, mic drop
Be careful of your feet, be careful of what you say.”
With Mic Drop, it expresses the feeling of knowing you did something incredible and being a “mic drop” moment. This series became a turning point in their career as the nominations and wins for awards started to rise, including the Presidential Commendation that was awarded to them from the South Korean government.
Love Yourself 轉 Tear has a more dark tone to it, completely shifting the mood from the previous album. In this album, the conflict arises within one’s self and leaves them wondering if they are who they truly are. Love can make someone lose their own way and create havoc within themselves, and it can leave one wondering if they’ll find their way back from one who defined them. In Love Yourself 承 Her, the album ends with the track “Outro: Her.” The predestined love being celebrated in the previous album is tuned out through the rappers coming to terms with their own condition of self-rejection. The lyrics as followed hints at the beginning of Tear:
“I can never take off the mask
Because behind the mask I’m not that guy you know”
“Outro: Her” sets up a darker reality and pivots from the story of destiny love described in the lyrics of the earlier songs. “Intro: Singularity,” the first track of the album sung by member V, follows short of the narrative that “Outro: Her” has created. From the previous introduction theme of one losing themselves, the lyrics for “Intro: Singularity” windows that idea and even furthers it. “Intro: Singularity” expresses how V feels he’s burying his true self for love, with the chorus as follows:
“It’s ringing again, that sound
A crack again on this frozen lake
I dumped myself into the lake
I buried my voice for you”
The chorus itself describes how V wants to release that inner voice he has that is being shunned, whether this is about his life as an idol or something personal he’s going through. He’s hiding his true self for the “you” in the song and it’s eating him alive, which shines a light on how unhealthy actions like these can be for one. “Intro: Singularity” begins at the same point as “Outro: Her” — the realization that the rapline has changed who they are in order to win the love of another. In “Intro: Singularity,” V realizes that the relationship is bad for him and the light is dispersing. The title tracks they have chosen fit the storyline, the title track for this album being “Fake Love.” “Fake Love” is exactly what it sounds like, of one destroying themselves for a lover that isn’t giving the same energy. It’s truly toxic in nature and challenges the mindset vs. the reality of the situation within one’s relationship; this is the turning point where self-love is being seeked out and finding yourself again. The apologies throughout the song and realizations reveals this message clear as day. The refrain itself is,
“I’m so sick of this fake love, fake love, fake love
I’m so sorry but it’s fake love, fake love, fake love”
Members are asking themselves if the love and effort they put in was worth it. They express how much they have given their lover the world yet love isn’t enough to save the relationships or themselves. Disillusioned by the idea of love and the experiences they “had,” they come to the realization that it was all in their head. “Intro: Singularity” marks the realization of the troubles, and “Fake Love” describes the love ending.
Love Yourself 結 Answer is the final entry of the Love Yourself series, and the realization of finding self-love again and putting yourself first. Epiphany is the turning point of where the self-love message becomes prominent. Member Jin sings the ballad as a solo song, and the song is about figuring out you are the one you need to love before anyone else.
“I’m the one I should love in this world
The shining me, the precious soul of mine
I realize only now, so I love me
Though I’m not perfect, I’m so beautiful”
There is a definite shift from the previous album, and it brings a more comforting setting rather than upbeat as the first one. Other songs, including IDOL, also focus on self-love. Rather than romantic love, IDOL allows the members to see themselves however they see fit. RM was criticized for being labeled as an idol for doing the underground rap scene before BTS. Relentless criticism was seen for BTS throughout their career; from accusations of plagiarism to being too “westernized” along other demeaning accusations, this song is about them taking their name back. IDOL opened a door for BTS to express themselves as they please and not let anything else speak for them.
So why talk about these examples? Their music can arguably be used to respond to different exigences. On a social and personal level, they have lived experiences and have grounded that into their music. One exigence found in their rhetoric would be the mental health crises that are found in schools, or even the younger generations themselves. Previous songs mentioned like “Intro: Singularity” and “No More Dream” are a few examples of the internal conflicts they themselves face when it comes to mental health.
Societal expectations and the pressures young people face are more exigences they include in their rhetoric. From hours into schoolwork and how set their future needs to be, anxiety and depression are at an all time high. “No More Dream,” along with a track called “Not Today,” are both songs that battle against these expectations of conforming to societal norms.
As mentioned earlier, ARMY is the fanbase for BTS fans. They’re the primary ones influenced by their message. Beautifully enough ARMY is made up of people from different backgrounds. ARMYs have shown their support through different languages, countries, and practices. BTS’ messages of self-love, perseverance, and mental health formed a deep connection within ARMYs. While ARMYs are at the receiving end of most of BTS’s rhetoric, their message goes beyond and has even reached global audiences. In 2018 BTS gave a speech at the United Nations for their Love Yourself campaign, where they encouraged the global youth to express themselves freely and speak for themselves. Regardless of nationality or background, BTS encourages everyone to have hope for themselves and break barriers.
The factors that shape BTS’ rhetoric, the constraint, include the cultural differences such as language barriers, the Western vs. K-Pop music industry and their image as K-Pop idols.
BTS’ music is primarily in Korean, which can cause a divide with their international audiences. To solve this though, they have included English in their songs such as “Dynamite” or “Butter.” It was a sensation and proof that they’re limitless when wanting inclusion. When traveling to different countries, they have learned different languages for their fans as well. The K-Pop industry can be seen as controversial, with topics that Western artists can discuss can be seen as taboo for K-Pop artists. With their messages of defiance and self-love, they’re challenging the idea of not speaking on controversial topics. With their images as K-Pop idols, they still have rules to follow through their company. Although this can conflict with their own selves, they have proven to stay true to themselves through the constraints and tailor their messages for their in-group (ARMYs) and out-group (the general public).
BTS’s movement is significantly shaped by its rhetorical communication. To frame their statements and motivate change they use rhetorical devices, much like those Stewart finds in social movements. Because of how vulnerable and authentic they are on and off stage their ability to be transparent and open up about their well being is what built credibility (ethos) for them. This can be seen in “Epiphany” and later tracks such as “Life Goes On.” Emotional appeals (pathos) can be seen in their works as well. “Spring Day” is a song they’ve released after the sinking of MV Sewol. The disaster struck grief in millions of hearts, and is said to be the reason why adults in South Korea hate spring. The song was made for hope that the sun will come again, through the yearning many and they themselves have faced. Through empathy and shared experiences, they were able to connect purely and sincerely. One day it is hoped that the connotation of the word “spring” has a more hopeful meaning again.
BTS’s speech at the United Nations during the “Love Myself” campaign is a stellar example of using reason and logic (logos) to persuade their audience. They discuss societal issues surrounding bullying and abuse along with the importance of self-love, providing a logical argument for why the world must prioritize mental health and self-acceptance. A call to action in different ways. Emotional appeals are powerful but BTS also make sure to use logical arguments to support their messages. Whether this is their work with UNICEF to end violence against children or challenging people to love themselves they are making a call to action for all.
BTS currently are inactive until all members return from the military. Members have released new music before and after they have completed their services. The messages remain the same, though some have shifted since then. Jin had released his EP “Happy” and with the two years he’s served he was dearly missed. A track labeled “I’ll Be There” is a letter to ARMYs who have awaited his return and him directly telling them that he’ll be there for them from now on. Their commitment to social and political transformation over the course of their ten-year career has had an impact that will last for generations. Their messages have carried on and still do to this day, and when they return as a group the impact will be phenomenal. RM’s speech to the UN greatly defines who they are as individuals and as a group. Their means to spread a message through music and through their own words is what led them to be as great as they are today. “Maybe I made a mistake yesterday, but yesterday’s me is still me. I am who I am today, with all of my faults. Tomorrow I might be a tiny bit wiser, and that’s me, too. These faults and mistakes are what I am, making up the brightest stars in the constellation of my life. I have come to love myself for who I was, who I am, and who I hope to become” (RM, UNICEF.)
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