CIRCUIT-OF-CULTURE IN INTERNATIONAL CAMPAIGN PRACTICE: A CASE OF BTS LOVE MYSELF CAMPAIGN COLLABORATED WITH UNICEF #ENDviolence

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.