The Process and Significance of Human and Object Networks in the BTS Phenomenon : BTS, Actor-Network Theory, and the Rhizomic System

Abstract

This paper focuses on the attributes of non-human actors that make the BTS phenomenon possible and explores how they form an effective relationships with the BTS phenomenon in the context of human and non-human responses. The study examines the artistic practices that produce BTS music's aesthetic and social values by combining human actors with material objects. Additionally, it discusses how the network of actors involved in the BTS phenomenon reflects our contemporary zeitgeist. First, specific examples of actors related to Actor-Network Theory (ANT) are presented to discuss from an ontological or non-human perspective. Then, using Deleuze's concept of the rhizome, the paper argues that the BTS phenomenon is not a linear cause-and-effect relationship but recognizes the infinite possibilities of events unfolding in multiple ways, offering new opportunities to overcome challenges. Finally, the paper discusses how the global popularity of BTS is influenced not only by global distribution and transcultural flows but also by the role of material objects, such as online content and music, which are considered both art and mediators. This approach provides an effective tool for interpreting the BTS phenomenon, moving beyond a reductionist technological paradigm that sees the heavy reliance on social media solely as a means of globalizing the Korean Wave. Instead, it emphasizes the co-constructive relationships between BTS's music, videos, ARMY, and the general public.