Strategi Public Relations BTS dalam Meraih Kesuksesan Global dan Relevansinya terhadap Sustainable Development Goals (SDGs) 8 Dan 9

Andhini Winariyanti

doi:10.59024/atmosfer.v4i2.1721

Authors

Andhini Winariyanti Universitas Paramadina, Jakarta

DOI:

https://doi.org/10.59024/atmosfer.v4i2.1721

Keywords:

BTS, Creative Economy, Digital PR Strategy, K Pop, Sustainable Development Goals

Abstract

The remarkable global ascent of BTS, a South Korean music group operating under HYBE Corporation (formerly Big Hit Entertainment), is inseparable from a well-orchestrated and adaptive public relations (PR) framework. This study examines how HYBE's PR strategies propelled BTS to international prominence while simultaneously aligning with the Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Adopting a qualitative methodology grounded in media content analysis, the research draws on data from international and national news coverage, official press materials, public speeches, digital platform content, and institutional documents spanning 2017 to 2024. Four strategic pillars characterize BTS's PR approach: (1) sustained authentic narrative construction centered on personal growth, social responsibility, and cultural pride; (2) strategic mobilization of the global ARMY fanbase as an active communication force; (3) integrated and innovative utilization of digital media ecosystems to amplify reach and engagement; and (4) deliberate repositioning of BTS as contributors to economic and industrial transformation through creative industries. The findings demonstrate that BTS's PR model does not merely serve commercial objectives; rather, it operates as a mechanism for advancing inclusive economic growth and fostering innovation within the global creative sector. This research contributes to the theoretical discourse on PR's evolving role at the intersection of popular culture, digital innovation, and global sustainable development.

References

BBC. (2021, September 22). BTS: Korean boyband open UN general debate with performance and speech. BBC. https://www.bbc.com/news/av/world-58644982

CNN World. (2018, September 25). K-pop band BTS tells world youth to “speak yourself” at UN. CNN. https://edition.cnn.com/2018/09/24/asia/bts-un-korea-intl

Cooper, A. F. (2008). Celebrity diplomacy. Paradigm Publishers.

Cutlip, S. M. (1962). Effective public relations. Pearson Education India.

Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. In D. McQuail (Ed.), McQuail’s reader in mass communication theory (pp. 390–397).

Fung, A. Y. H., Hong, S.-K., Huang, L., Jin, D. Y., Jung, H., Kang, B., Kim, J. O., Lee, E., Lee, H., & Leung, L. Y. (2017). The Korean wave: Evolution, fandom, and transnationality. Bloomsbury Publishing.

Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.

Howard, M. (1990). Bound to lead: The changing nature of American power. Basic Books.

Ju, H. (2019). Transnational Korean television: Cultural storytelling and digital audiences. Lexington Books. https://doi.org/10.5771/9781498565189

Kim, Y. (2021). The soft power of the Korean wave: Parasite, BTS and drama. Routledge.

Konde. (2021, September 27). BTS pidato soal optimisme anak muda di SDGs Moment PBB: Welcome generation. Konde.co. https://www.konde.co/2021/09/bts-pidato-tentang-anak-muda-di-sidang-pbb-welcome-generation-bukan-lost-generation/

Krippendorff, K. (2018). Content analysis: An introduction to its methodology (4th ed.). SAGE Publications.

McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176–187. https://doi.org/10.1086/267990

Miles, M. B., Huberman, A. M., & Saldaña, J. (2019). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.

Myers, C. (2022). Public relations history: Theory, practice, and profession. Public Relations Education, 8(1), 187–191.

Oh, I., & Park, G.-S. (2013). The globalization of K-pop: Korea’s place in the global music industry. Korea Observer, 44(3), 389–409.

Rolling Stone. (2021, August 21). A BTS-backed social network for fandoms wants to revolutionize stan culture. Rolling Stone. https://www.rollingstone.com/pro/news/bts-army-fave-app-1213189/

Seat Unique. (2026, January 14). How BTS changed the global music industry. Seat Unique. https://www.seatunique.com/blog/bts-changed-global-music/

Silverman, D. A., & Smith, R. D. (2024). Strategic planning for public relations (6th ed.). Routledge.

United Nations. (2015). Transforming our world: The 2030 agenda for sustainable development. United Nations. https://sdgs.un.org/2030agenda