Abstract
Over seven years, BTS have organically embedded consistent mental health messaging and modelling of various mental health modalities, representing innovation within mental health discourse, within and outside the pop and K-pop culture and fandom. Their personal and artistic journeys have resulted in songs, imagery, and relationship dynamics within the group and within and between their fans ARMY, that organically model behaviours associated with mental health therapeutic modalities and normalize the discussion of mental health and well-being. This practice is vitally important in the effort to end stigma and encourage mental health well-being and recovery. BTS’s authenticity establishes empathy with their audience ARMY and increases their ability to deliver these messages effectively. This includes fostering the creation of a peer support community within the group that extends to their fanbase ARMY, and from which fan-created mental health programs have emerged. BTS’s innovation will be explored by examining content creation throughout their career, illustrating their consistent and organic messaging, culminating in overt and conscious mental health content in their latest album BE, which was released three weeks after the initial paper was presented, and provides proof of concept.
Highlights
Over seven years, BTS have organically embedded consistent mental health messaging and modelling of various mental health modalities, representing innovation within mental health discourse, within and outside the pop and K-pop culture and fandom
Their personal and artistic journeys have resulted in songs, imagery, and relationship dynamics within the group and within and between their fans ARMY, that organically model behaviours associated with mental health therapeutic modalities and normalize the discussion of mental health and well-being
BTS’s authenticity establishes empathy with their audience ARMY and increases their ability to deliver these messages effectively. This includes fostering the creation of a peer support community within the group that extends to their fanbase ARMY, and from which fan-created mental health programs have emerged
Summary
BTS’s innovation in mental health messaging is evident throughout their career and explored across several constructs. Beginning with a brief overview of select mental health terms and concepts, BTS’s organic innovation is discussed across musical eras, demonstrating evolution in form, content, and messaging. Psychological and literary sources in their exploration of identity and wellbeing are considered and how their interpersonal and intertextual response results in BTS’s informal organic modeling and embedding of positive mental health messages and therapeutic tools. BTS from “N.O” to “ON” and BEyond: Innovation in Effective Mental Health Messaging and Modelling 119 the transformation of idol activities and parasocial relationships into forums for mental health engagement and fan-created mental health projects
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