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An Analysis of Gender Images of Fashion Style in BTS Music Videos Using Judith Butler's Performativity Theory

버틀러의 수행성 이론으로 본 BTS 뮤직비디오 패션스타일의 젠더 이미지 분석

  • Jung, Yeonyi (Dept. Jewelry.Fashion Design, Hanyang University) ;
  • Lee, Youngjae (Dept. Jewelry.Fashion Design, Hanyang University)
  • 정연이 (한양대학교 주얼리.패션디자인학과) ;
  • 이영재 (한양대학교 주얼리.패션디자인학과)
  • Received : 2020.01.22
  • Accepted : 2020.02.17
  • Published : 2020.02.28

Abstract

The music videos of BTS go beyond the limit of media promoting music and shows their meaning in various ways and complete the visual message of music through fashion style. BTS' fashion style in the music videos shows a change in symbolic representation of the genre of each album and song, of which gender images are changing aligned with the music messages of BTS. The purpose of this study was to derive gender images of fashion style in BTS music videos and to interpret their meaning based on Judith Butler's theory that performativity creates discourse through iterative process. It is conducted as a research method, an analytical study was conducted in parallel with literature studies and empirical case analysis. The scope of the study was limited to 301 costumes that appeared in 21 official music videos from debut single album '2Cool 4 Skool' released in 2013 to the mini album 'Map of the Soul: Persona' released in 2019. As a result of the analysis, the controversial fashion style, challenging fashion style, boyish fashion style, hybrid fashion style, the playful fashion style were revealed. The conclusion of studying the gender image of BTS, interpreted by this analysis using Judith Butler's theory, is as follows. The gender image of BTS is the traditional image that identifies with the dominant gender discourse, the resistive gender image that intentionally distances mainstream culture, the eclectic image parodying the gender of the opposing term, and the deconstructive image that transcends the dominant gender discourse.

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