Análisis narrativo de los videos de BTS en la plataforma weverse

Abstract

This work focuses on conducting a detailed analysis of the narrative present in BTS group's videos, identifying the most significant elements. The research has contributed to discovering key narrative elements, highlighting how stories unfold through images, music, choreography, and symbolism. Additionally, it addresses the understanding of the image that the group projects on the Weverse platform, influencing the connection between fans and artists. The detailed analysis includes graphic and sound codes, allowing an understanding of the band's intention to be conveyed through their songs, lyrics, sounds, and symbols that often go unnoticed. A comparative analysis of the band's most representative songs was carried out, exploring possible meanings beyond the visual and auditory aspects. The music videos were examined individually, paying attention to every detail presented or omitted in the stories. To facilitate interpretation, diegetic and extradiegetic codes were used, along with syntactic code to determine the form of content in each presentation, whether expressive, symbolic, descriptive, or narrative. As a result, it was concluded that BTS has undergone a change in style and image over time, aiming to attract a broader and more diverse audience. The importance of affectionate messages from each member towards fans was emphasized, as well as collaborations with pop genre artists, adding a unique perspective to the group's roots by incorporating various cultural styles. This research shed light on the impact of the K-pop music industry, highlighting BTS's ability to execute choreographies and the quality of production behind their music videos, factors contributing to the global recognition of the genre. Furthermore, the transformation of BTS's image is underscored as a strategy to adapt to a new audience, reflecting their message in cultural diversity.