The Use Of Persuasive Strategies In International Speech By The Korean Boyband BTS

Samsinar, Samsinar (2023) The Use Of Persuasive Strategies In International Speech By The Korean Boyband BTS. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

Massive popularity of K-Pop music since early 2000s has brought influential power to Korean artists, including BTS, in attracting the public in Korea and worldwide. In many important events, Korean artists have begun to use their fame to deliver messages and raise awareness among their fans on various ranges of universal issues, such as human rights, gender equality, mental health, and self-harming behaviours. In the contexts of this phenomenon, this research was designed to analyze persuasive strategies used by the Korean boyband BTS in their speech at some international events. The analysis was framed in Aristotle’s theory of rhetoric, which divides persuasive strategies in human speech into three categories, i.e., ethos, pathos, and logos. This study was carried out by using the descriptive qualitative method. The data were taken from 3 speeches by BTS in three world-level forums, i.e., the 73rd UN General Assembly Speech (2018), the 75th UN General Assembly Speech (2020), and the Dear Class of 2020 Speech. The data were collected by downloading the videos of the speech from YouTube. After the videos were transcribed, the analysis was carried out by identifying persuasive strategies in the speech and categorizing them into Aristotle’s rhetoric categories. Discussions of the data focused on describing how the rhetoric strategies build persuasiveness in the speech. Research findings showed that two categories of Aristotle’s rhetoric, i.e. ethos and pathos, were being used in the speech of the Korean singer RM. Ethos was used by RM by presenting his personal character as a person who has personal experiences and struggles with mental health. This strategy is aimed to build his credibility to talk and spread awareness about that issue. Furthermore, RM also used pathos to connect with his audience through empathy by arousing their admiration, fear, love, empathy, friendship, and hope. The findings also showed that the third category of rhetoric strategies, logos, does not appear in the data. This demonstrated that in the case of K-Pop artists, their influences and persuasiveness among the fans are not built through logic, but emotion and empathy.

Type:	Thesis (S1)
Uncontrolled Keywords:	Persuasive Strategies, K-Pop, BTS
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Bahasa Inggris
Depositing User:	Samsinar
Date Deposited:	18 Jul 2023 04:07
Last Modified:	18 Jul 2023 04:07
URI:	https://repository.unja.ac.id/id/eprint/53821

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