Abstract:
In this 21 century, WHO reported that physical fight
happened between youth. Bullying, and suicide also become one of
a common thing in South Korea, this is proved in Education Ministry
report. It is very interesting to discuss about how communication
strategy can help to prevent those big issues in this world, at least by
using social media. The purpose of this research is to see that
communication strategies are closely related to culture and can play
a role in social life. By using Circuit of Culture in Qualitative research,
the researcher can evaluate the communication strategy and that
five moments which are Regulations, Identity, Representations,
Productions, and Consumptions, related to one another, and cannot
be separated. In a case of BTS Love Myself Campaign which
collaborated with UNICEF #ENDviolence, as a boy group that focuses
on music, BTS use strategy of communication to create campaign
regarding this issue, and get exposure. Therefore, in the future, this
research can help further research about Campaign, Communication
and Culture, and Communication Strategy.
