DARI HIP HOP KE POP: MENELISIK ESTETIKA DALAM VIDEO KLIP BANGTAN BOYS (BTS)

Lingga Agung, Morinta Rosandini, Shyavira Prasetya

Abstract


This research aims to see how the aesthetic changes in the two music video of Bangtan Boys (BTS), “No More Dream” (2013) and “Permission to Dance” (2021). Aesthetic changes are always releted to the cultural changes, and therefore it is interesting to investigate more deeply. This research collects qualitative data from books, journals, and especially from the two music video above. To see the aesthetic changes, we use the post-colonial theory of Homi K. Bhabha which is relevant dor this research. From the research that has been done, the two BTS music video take the aesthetic idioms of Western (United States) pop culture. Changes in aesthetics actually only follow global trends (United States). We don't find a solid South Korean cultural 'visual cue' in the two music video. However, 'Korean Style', 'K-Pop Aesthetics', 'BTS looks', and so on were born because the two music video are mimicry and hybrids that have succeeded in integrating and hegemonizing Western (United States) pop culture idioms into K-Pop culture idiom.


Keywords


BTS; Music Video; K-Pop; Aesthetic; Post-Colonial

References


Bhabha, K. H. (1994). The Location of Culture. London: Routledge.

Bourdieu, P. (1979). Distinction: A Social Critique of the Judgement of Taste. Cambridge: Cambridge UJniversity Press.

Ruzica, D. (2014). "Video Music In Education And Promotion". [Master’s Thesis]. Italy: Accademia di Belle Arti di Brescia Santa Giulia, Lombardy, Italy. Diambil dari: http://sm-provincijalat.hr/wp-content/uploads/2015/01/Music-VIdeo.pdf

Valdellós, A. S., López, J. R., & Acuña, S. R. (2016). The post-television music video. A methodological proposal and aesthetic analysis. Revista Latina de Comunicación Social, 77, 332–348.

DOI: 10.4185/RLCS-2016-1098en

Winten, M. (2018). What is the music of K-pop group BTS actually about?. Diambil dari: https://www.nolala.com/en/artist-in-spotlight/what-is-the-meaning-of-the-songs-of-the-south-korean-k-pop-group-actually-about/

Young, R. J. C. (1995). Colonial Desire: Hybridity in Theory, Culture and Race. London: Routledge.




DOI: http://dx.doi.org/10.22441/narada.2022.v9.i1.004

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NARADA: Jurnal Desain & Seni

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