ANALYZING 'MIC DROP' AS THE RESPONSE OF BTS TOWARD HATRED FEEDBACK AND DEATH THREATS

Abstract

K-Pop is a musical genre of rock, pop, hip-hop, electronic, and RnB music that had starting in South Korea. Other than getting the popularity, being K-pop idol is troublesome. BTS, as one of K-Pop boy band, has made 'Mic Drop' music video in order to reactthe hatred feedback that they got from their past days as the new beginner in K-Pop industry. In this study, the researcher conducted a visual analysis method using music video frame and song lyric as the object. It concentrated on answering the research questions of how BTS represents theirself through 'Mic Drop' music video, to identify who got involved with this music video, and what situation that BTS needed to cover from their audience. To answerthe research questions, researcher was using qualitative method and discourse analysis approach byKeith Kenney. As the media on making 'Mic Drop' go smoothly to their target audience and be well-known, BTS was using YouTube for posting their music video in the official channel.