This study focuses on the BTS sensation, examining how three entities – digital networks, the K-pop industry, and fandom – have engaged in the production of an alternative global culture. Based on a multimodal critical discourse analysis of this rising cultural act, the current study pays attention to the dialectical interaction of digital transformation and cultural subjectivization in the contemporary music ecosystem. By integrating Manuel Castells’ notion of the network society into Stuart Hall’s articulation of cultural resistance, I consider BTS as a counter-hegemonic cultural formation from the periphery within the network society. I also argue that the BTS phenomenon has not only unveiled the ideological dimension of Korean cultural formations, but has also proposed new possibilities of non-western and peripheral societies and subjects in the globally networked cultural sphere.

这项研究着重于BTS的轰动效应，研究了数字网络，K-pop行业和狂热者这三个实体如何参与替代性全球文化的产生。基于对这种新兴文化行为的多模式批判性话语分析，当前的研究关注当代音乐生态系统中数字转换与文化主体化的辩证互动。通过将Manuel Castells的网络社会概念整合到Stuart Hall对文化抵抗的阐述中，我认为BTS是网络社会外围的反霸权文化形态。我也认为BTS现象不仅揭示了韩国文化形态的意识形态维度，