Culture of Care: Understanding Ethics of Care through BTS and ARMY

Abstract

The Korean pop supergroup BTS is well-known for breaking records, winning awards, and garnering the dedication of a massive global fandom known as ARMY. Research on BTS and the fandom is emerging, articulating a need for a deeper understanding of how BTS influences ARMY. This paper draws on the concept of the ethics of care, delving into how BTS embodies care and how ARMY reflects those expressions of care. Through a detailed analysis of BTS’s content and public actions, this paper shows how BTS use their lyrics, livestreams, social media, and behind-the-scenes video content to provide care to each other, ARMY, and the world. Similarly, ARMY’s care is directed back to BTS via support for their music, as well as toward other members of ARMY by providing services to the fandom. ARMY extends its care to the world by participating in charity projects in response to BTS’s own philanthropic actions. The ethics of care acts as a lens for better understanding both BTS’s success and ARMY’s practices, showing us how fandoms can be valuable spaces for nurturing caring relationships, helping fans improve their own community, and creating opportunities to contribute to the betterment of society