SEMIOTICS “LOVE MYSELF CAMPAIGN” KOREAN BOYBAND BTS (CASE STUDY: 'EPIPHANY' COMEBACK TRAILER VIDEO)

• Main Author: Khodijah Lestari, Siti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53022
• Institution: Institut Teknologi Bandung

'Epiphany' comeback trailer video is the opening music videos in the Love Yourself: Answer as the last series of Love Yourself. This video represents the message of self-love from the Love Myself campaign promoted by BTS with UNICEF Korea in 2018. The Love Myself campaign itself encourages finding love from within and spreading it to others. So that everyone can take part in ending violence by sharing love and kindness. South Korea's high suicide rate is one reason for this campaign. So it becomes important to conduct this research. Data collection conducted in this study is non-participant observation, literature study and documentation. Then, the analysis process uses a qualitative approach, with text analysis using Roland Barthes' semiotics. The subjects in this study focused on Jin as a member of BTS in terms of denotation, connotation and myth. The analysis of this research was divided into 3 acts with 4 scenes and 17 shots based on the pattern of the scenes in the music video "Epiphany". The results of this study show that the message of the Love Myself campaign in the music video "Epiphany" is a picture of what happens to South Korean society. When someone's attempts to look good for the sake of others will make oneself miserable. Before someone strives for something for others, it is better to put yourself first by loving yourself.