FOSTERING SELF-LOVE: AN IN-DEPTH ANALYSIS OF BTS’S UN SPEECH USING FAIRCLOUGH’S CRITICAL DISCOURSE THEORY

Abstract

This study applies critical discourse analysis to the public speeches of Kim Namjoon, leader of the K-pop group BTS. The primary objective of this study is to examine how RM strategically employed language in his speech to forge connections between language, ideology, and power. It also seeks to identify linguistic strategies facilitating public persuasion and support for RM's ideas, while exploring the ideological messages embedded in his communication, shedding light on the communicative techniques enhancing the resonance and influence of his message. Fairclough's three-dimensional system adds a crucial layer of analysis to the foundation established by Halliday's functional approach. Critical discourse analysis (CDA) is a multifaceted approach to examining spoken, written, and visual communication, focusing on how language functions to construct and maintain social power dynamics, propagate ideologies, and perpetuate inequalities. The data was collected from Unicef.org's script of BTS RM's speech at the 73rd United Nations General Assembly. The findings showed that RM's speech adeptly employs linguistic strategies to convey powerful ideological messages, emphasizing self-love and individual development. The cohesive narrative and social involvement with BTS's fan base emphasize their influential role in advocating positive global change.