Miscellaneous

News values

Size – Both campaigns received a lot of traction and reached over 6 million people via twitter globally

Simplicity – 2 campaigns over 2 countries with BTS spokesperson

Currency – BTS is gaining global fame exponentially making them and their Love myself album more trendy and current than ever

Elite nations – United Nations speech and UNICEF a large global organisation

Elite people – BTS

Personalisation – Involving problems of the masses and interest in BTS’s involvement in social issues

Predictability – Support preconceived idea that BTS are very social conscious because of many of their self-written songs about social issues like; mental health, socially unconscious people, people seeking satisfaction through consumerism, kids who will ‘break their parents’ backs’ demanding expensive items to stay on trend, students being overwhelmed by the expectations placed on them by elders, and the effect it has on their mental wellbeing, young people with no ambition and demand they take a stand to follow their true dreams, encourage listeners to not listen to negative opinions and remember to love themselves, girls should be able to live however they want  have self-confidence and remember they’re enough and elder generations slowing down young people as ‘justice’.

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Structuring device

Who: BTS and UNICEF

Why: To protect young people against violence and encourage youth to learn how to love themselves

What: Campaign initiated in more than one country

Where: Japan and South Korea

When: The ‘LOVE MYSELF’ campaign was initiated on November 1, 2017 and on April 15 it was launched in Japan

How: The BTS members, BigHit Entertainment Japan Office, and Japan Committee for UNICEF together attended the partnership agreement ceremony held in Tokyo