GCF In Tokyo And The Validity Of Interpretation

GCF in Tokyo and the validity of interpretation

When it comes to GCF Tokyo, I’m not going to make a step by step analysis, but my point is to talk about meaning and interpretation. I will only look at the vlog, although contextual information can be used when it’s necessary if its purpose is to reinforce something already existing in the content in question, but that’s not what I’m doing today.

I’ll start with adding a definition of a vlog

“A vlog is understood as a deliberately constructed presentation of self, a mirror of the author or creator of the vlog.(…) Vlogs may appear to be one–way communication — the vlog creator posts a video and the audience examines it — but interaction develops if audience members utilize the comments section available on most vlogs. While the vlogger may imagine a certain interpretation and response by the audience, the audience in turn can create a response that may nor may not harmonize with the vlogger’s expectations.”.

That presentation of self comes from Erving Goffman’s theory about how people present themselves depending on the social situation they find themselves in. In public and in social interactions we are like actors on a stage, while what we call our true self happens in private, back-stage. A personal vlog works with both of these aspects. Since it’s a personal creation that doesn’t involve a team of people, and because it’s only apparently a one way communication, the author looks to present a version of his true self, but of course it’s idealized. Because of the type of medium, the person cannot change his self-presentation according to social queues, so, as it transpires from the definition, the response comes in form of commentaries, the audience has its own interpretation.

The act of interpretation is something that happens naturally in a way. Let’s take the image, or the moving image (all types of media are included here). We look at all the elements and then our brain automatically translates it. In a more fancier use of words, we can call it semiotics, which is used to make meaning from signs, codes, conventions. Everything has a meaning and we decode it. I’ll choose a very simple example from GCFT and I only have to post two shots that an audience can easily decode.

In order to create meaning, the author and also the audience, looks at the vlog, film, etc. in its entirety. (I’m not talking here about something experimental that focuses only on form, but something conventional, which applies to GCFT). I have read opinions about this vlog, from multiple perspectives. The one which I reject completely, simply because it makes no sense, is the one that focuses on what people understand as Jungkook’s artistry, mainly looking at form, ignoring the content. This vlog showcases his technical skills, of course, but he is also a director, which means his purpose is also to create meaning using those skills. So what is the meaning then, looking at the form and content? It’s a vlog that focuses on two elements, a city and the person which appears in the vlog (Jimin) while the director becomes an observer. He uses diegetic sound at the beginning of the video while for the rest of the material, he uses extra-diegetic sound, that is a song used as background music. Looking at the type of editing (transition of the shots, the fact that there is a certain rhythm, using slow-motion for certain shots emphasized by a certain part in the song) can lead to the conclusion that the background music is used to create meaning as well.

My point is, we cannot separate form and content when we decode this type of vlog, or any other for that matter.

Let’s go back to audience and interpretation now. Looking at all the elements, there is a validity of interpretation if the audience sees the video as one that has as its focus a main subject – Jimin - (due to the majority of shots, the way he was filmed) and uses a certain song to give another layer of meaning to the video. We cannot separate stylistic choices from content if we want to understand the meaning of it. It’s as simple as that.

alexa, play “holy” by justin bieber

| cr. namuspromised |

he looks like a dream ♡

This was super interesting,and the answers too. The main post deserves an essay which I’m not capable to write,but I wanna do the thought experiment at the end :) On tumblr fans might skew older,so the answers might be very different from the ones you would get on Twitter. For some very young fans,this is the 'BTS canon',and they get very upset when someone insinuates that they might not all live together,for example. But I can't blame BTS for wanting to protect their privacy and not making any statements.

The only one where I would feel upset is if they aren't close. Because then,almost all on-camera interactions we have seen between them are fake? Honestly,if they were able to act so fond of each other so well for 8 years,then they all deserve Oscars not Grammys. I don't think all of them are best friends. But that they get along well with each other,and are a genuine team,even almost family.

I don't believe any of the rest. They might have been starving,but wasn’t that because of brutal kpop diets rather than cheap healthy food not being available to them? I surely hope they didn’t go hungry during their trips,at least. I was actually relieved to see Taehyung use his own card to pay for food once in BV1. I don't think them starving brings any prestige to anyone,and it would make me hate Hybe to hear they only get to eat what they win during games.

Their future was very uncertain,being from a small company. They didn’t have the fans or the attention a group debuting from one of the BIG3 has even pre-debut. They did slowly and painstakingly build their fandom from scratch.

But they also did have some opportunities. They had good producers and choreographers,a boss who they are on good terms with,chances to perform. All the creative talent at BH who did their best to give them songs and concepts that allowed them to shine and capture the attention of fans. They had a team that actually cared about the message of the songs,which is more than half the kpop groups have,even the ones from big companies. They had a media-savvy team which capitalized on their individual and group charms. They each were lucky to have teammates they ended up having amazing synergy with. They were lucky to have Namjoon as a leader. Also,they are men. A girl group might have had a very different story,even under BH.

Knowing that doesn't make me me feel manipulated at all. I'm also extremely lucky they had these opportunities,because I can be a fan of them now and enjoy their music and content. Also,I think while the fact that they struggled is real,using the underdog story to flex in front of fans of other groups is half Army's doing. No need for BH,we can manipulate ourselves lol. Like with BE as the 'entirely-self produced' album. BTS say one thing,and Army go lachimolala with it. BTS straight up say they are not living together(Namjoon's "Yes,we are all living at the same time" answer.),but people still choose to ignore that.

During their first years I have no doubt that it was hard for them and they weren't rich by any means,but they personally never milk their own experiences for sympathy. If you once lived in a small apartment with six other people,and weren’t sure your efforts will be rewarded,and then got super rich,of course you’re going to compare your current experience with your past one. Like,wow,do you remember those times. Wow,we can't believe we got here from where we were. They are allowed to reminisce and be surprised by their own success.

But there is other stuff that might make me feel cheated if it happened: -They aren’t the ones who post on their weverse/twitter(someone else might..)

-The scripts for all the run episodes and even lives are so tight there is no room for them being themselves. We know they have scripts,but I think they’re mostly guidelines?

-if BH pushes fanservice for them in their 8th year (not Jikook,but I sometimes feel like that with Yoonmin. Like,the company knows they are a ship and they have to interact on-camera to keep the fans happy)

-Diets. Do I want to know? Jimin recently said he didn't eat for 5 days so he won't have any fat on his face in the Butter MV...Is this mandated by the company?

 -No freedom AT ALL. Yes,they’re shareholders,but they are also under a contract,and we don’t know what that contract entails.

- If they secretly hate their own songs/hate Army (not very likely)

Basically I would feel manipulated if it turned out their working conditions were worse than we expect,or if the whole foundation of who they are was fake. But I actually like that they aren’t trying hard to sell the recent content,when they look bored or when Namjoon is passive-aggressive in interviews. It allows me to know what they are really thinking. Maybe?

I’ve always wondered if people realise how Hybe (I won’t say BTS but …) is manipulative in the content they release to keep fans engaged almost 24/7. Because they are! Obviously every brand can be manipulative to a certain extent. We are customers and they need to make money 😅 but some people really do seem naive. I don’t know if it’s because I’m a bit older than the average demographic and work in Marketing but yeah - sometimes it irks me the wrong yeah. I don’t want to start drama on your blog so no need to post this if you don’t want to 😉

Hi @lololypopy ! Thanks for the Ask. And it's okay; if someone wants to start drama that's on them. We're gonna have a mature discussion.

These days, many people view marketing as manipulative because marketing is about persuading consumers they need whatever what the brand is selling: a service or a product. But many times brands are really selling ideas and values, too, and this is the case with Hybe, BH and BTS. [Hybe is the parent company, while BH is the record label and the specific brand (end product) is BTS.]

INSEAD says that marketing should be influencing not manipulation. They want marketers to make this distinction more clear, too. Manipulation for them is the use of deception or underhanded tactics to influence consumer behavior instead of using facts. Basically, if a consumer wouldn't choose a brand if they knew the truth about important aspects of the product or brand, then that is manipulation in marketing. A prime example is when Volkswagen fooled its customers into thinking its cars were more green than they were. That level of deception is also criminal.

The reason people find BH's marketing tactics manipulative is because of the false reality and social media addiction they create through their content. Content is delivered near-daily, and sometimes several times per day. This creates constant engagement, addiction and reliance on the brand as part of their consumer's daily lives. The normal and healthy boundaries between brand/consumer and artist/fan are blurred. Participation in activities related to the band becomes almost compulsive (hello, here we all are on Tumblr... lol).

It also heightens an already intense para-social relationship between consumer and brand, where the consumer becomes an object of love and appreciation of the brand ideologically (such as MOA or ARMY), which intensifies brand loyalty. There is a false sense of reciprocation there, and it is driven further through certain narratives. Being labelled as ARMY strips consumers of their identity, too. We become an unknowable collective instead of indivudals withour own needs and values. This is rather cultish, but that's a post for a different day. :D

In this type of setup, fans are made to believe they must act to defend the brand and help the brand achieve its vision. The brand's vision becomes the consumer's vision, which is genius or diabolical, depending on how you look at it.

A lot of people believe that the marketing narrative of BTS in particular was constructed well before their debut. They were setup to be the loveable underdogs that would appeal to a western market where a rags to riches story is universally loved. Do I believe this? Honestly, I don't know because it seems slightly over the top and maniacal. Like, a little too Hank Scorpio to me. But there are a couple things that leave me wondering.

One of the interesting facets of this argument is that I haven't come across any hardships BTS faced that other groups didn't also face. Their company being new and the group not being taken seriously is par for the course and lots of other groups have been through the same and were not successful. Being cut from a show at the last minute is also routine in show business. However, I imagine there are things I don't know about, so feel free to share what you know in the comments but please do so respectfully. This is an adult discussion, not fan wars, etc.

Another reason that this strategy could have been in place from the get-go is because it seems to still be in place despite incredible success. The underdog narrative is difficult to sustain in the face of success, which is perhaps ironic. Conan O'Brien is probably a great example of this. His schtick on Late Night was based around being the underdog with the low budget and the bad/weird ideas. This did not translate well to The Tonight Show, nor did any attempt to retool his persona/schtick.

Recently, there was gratitude expressed by BTS for the protection that ARMY gave the group. Personally, I'm uncomfortable with this because it furthers an unhealthy para-social realtionship that is truly unbalanced. It creates a drive for recommitment to fan labor (streaming, posting, reporting, etc), which of course the group relies on for their outstanding numbers when it comes to views, likes, streams, and ultimately record sales. It was RM who made the comment, and I was really surprised to hear it. And, as ever, it's about the way things are said. Fans should be encouraged to speak out against racism and other prejudice the group ecounters, but the idea that there is a specific protection that only the fans can give is disingenous because the vagueness of the comment can be misinterpreted to support the wealth of fan labour. Basically, it furthers radical commitment to the brand.

Now, don't come at me in the comments because I haven't said I believe this theory. It is one perspective and I do think it has valid points, but that doesn't mean it's true. Circling back to the heart of our topic, this is what I would ask: If you found out any of the following were true, how would you feel about the brand BTS? Would you still feel like supporting it, or would you feel lied to or otherwise deceived? (Keep in mind that I'm not saying these things are true AT ALL; this is a thinking exercise. Got it?)

none of the group live together (you could argue this lie provides privacy but it also creates a false reality)

they aren't all great friends

there were no hardships faced by the group that others of the same or previous generations didn't also face

they had plenty of food and ate out often, even during pre-debut (this is an interesting one because many ARMY circulate the idea that they could barely afford to live)

all of the money challenges in reality and variety programmes that made it seem like someone wouldn't eat or otherwise would suffer were fake (this is 99% likely, btw)

the group actually had opportunities that others didn't

the group has had an autonomy and freedom that other groups have never had, giving rise to more opportunities

Share your thoughts! Do you think BH and Hybe market their brands ethically? Do you ever feel manipulated? Why or why not?

i love them so much ☹️❤️

Thanks for sharing this. I am not trying to change your mind or fight with you. In fact your perspective is pretty close to how I see things too,and I understand what you mean. I just want to throw in my dumb 2 cents too,as someone who reacted negatively to those three songs.

I understand why they are doing this,and how important it is to them. They are running towards their goal,and I watch them in awe,as usual. I understand that for them,this Grammy is the one confirmation they need that they have indeed achieved something big. They treat the Grammys like the college entrance exam. I think I only realized that in the nomination night video. When Jungkook said he could die happy now. When Jimin said,incredulously 'we're pretty ok after all?'

I don't know if I would feel the same if it was an artist from my irrelevant non-english speaking country breaking all these barriers and ending up on heights no one could ever dream of. Probably then I would feel exactly the same as Koreans. I would only want BTS  to keep paving the way for all of us. So I understand how you feel. But instead now I just worry that they will lose a big part of themselves in the process.

I know this is Korean culture. To care about the group or country before you care about yourself. To push yourself past breaking point and do anything it takes to win. BTS were always like this. K-pop is like this. It's not a kind or fair industry either and It's not like they only did what they wanted before,or had a lot of freedom. But I don't even know myself,why this type of sacrifice or compromise seems different than the others before. Maybe because the stakes are higher? But maybe I'm wrong and they prefer this era to their previous struggles. Only BTS knows.

Still,I can't feel differently right now. I discovered them because of their music during HYYH so now it's hard to look at them gradually become basically Olympic athletes representing Korea,and not feel pain,too. They are amazing performers with clever songs and incredible depth of feeling and expressiveness. Will the US,or even Korea,allow them the freedom to actually express themselves through their songs again? Or will they always have to be representatives of some sort,always careful about politics and how they conduct themselves?That's a huge burden and a huge debt. Everyone wants a piece of them now,so that's why these English songs depress me so much.

I'm sorry for offending US fans,but the level of influence and control and coercion their country exerts over the rest of the world is something they don't see or understand. Is there even a way to enter the US music industry,as a foreigner,and maintain your cultural independence? Well,BTS might,actually,so I am staying hopeful. They have always made history,so maybe they will manage. But the US is a big country with no regards or respect for others’ cultures,and I'm afraid it will take and take and then spit them out when it's had enough of them. And the fact that,despite already being the biggest band in the world,they had to change their language and their music just to be allowed at the big table US artists sit on,it honestly makes me so angry. People say these songs are Trojan horses. Not anymore. Dynamite was,and it fulfilled its purpose,but by now,Butter and PTD already feel like tributes. And there is nothing I can do about it,that's how the world works,you always have to make compromises to achieve your goals. But I still can't help feeling all this like a loss,not a culmination of all their efforts,I'm sorry.

There’s been something weighing on my mind lately, and I feel like I should share it. As of late, there has been a lot of talk surrounding BTS’s music, their choices, and their path for their future. It was shocking to see how just 3 songs meant for the American/Global market could create such a sardonic rift within ARMY. Although I do agree that not every ARMY has to enjoy “Dynamite,” “Butter,” and “Permission to Dance,” I do believe that some things are being overlooked in regards to BTS’s ambitious plan to win a Grammy.

One of the first things I have noticed is that K-ARMY and I-ARMY reacted differently to the success of these 3 songs. Korea has been so proud of BTS, even sharing online how much they cried to see the boys top the Billboard Hot 100 again and again. They even trended on twitter multiple times their thanks to American ARMY, expressing their genuine gratitude for how hard the American fans are pushing for the boys’ success in the US. What I-ARMY is choosing to ignore is how much this means to K-ARMY, let alone Korea as a whole.

It has dawned on me why I-ARMY, predominantly those from America, Canada, and the UK, don’t understand the push for BTS to make a stake in the American music industry, and ultimately a Grammy win. The reason is quite simple. To those I-ARMY from America, Canada, and the UK, you must realize that the American market and the Grammys have always, ALWAYS, been accessible to your artists. The biggest names in music history have won Grammys, but only because they all fit into the pretty box of European features and English lyrics. They didn’t have to try to fit a mold. They didn’t have to break into the market. They just walked right in, practically invited with the door wide open. It really wasn’t until recent years that even African American artists were winning the biggest awards of the ceremony.

This is a MUCH bigger deal to Korean and Asian fans than it would be for western fans. I don’t think others realize how much this means to us. People like us have been marginalized forever, and given little to no respect or recognition by the American market, let alone the Grammys. To Koreans, having one of our own be able to come as far as BTS, is truly inspiring and makes us feel validated in a way we’ve never felt. The American market and the Grammys may not seem like a big deal to you guys, but for our people, this means the world. We feel proud. We feel accepted. We feel we finally have a place at the table. The Grammys may not seem to be worth much to you, but to Korean and Asian artists, it is the very pinnacle of recognition and respect in the music industry. This award has eluded our people for as long as it’s been handed out, and now there is hope. There is a chance. BTS is Korea’s pride for a reason. They’ve changed so much already for us. We hope for their success. Their success is OUR success. The respect they receive brings pride in our culture and our identity as Koreans, as Asians. It is more than you could ever imagine.

It breaks my heart how little people regard K-ARMY and Korea’s reaction to all of what BTS has achieved in America when forming their opinions on BTS’s quest to be regarded as worthy artists for the biggest award in music history. You don’t have to like their English songs. You don’t have to like their approach. But just understand it’s not easy for them as a Korean boy band to be taken seriously. If these boys could, they would write their own English songs. But they can’t. It’s not as easy as you would think. Especially for rap line. The songs they are given are appreciated by BTS, and they are thankful for those who help them in a different language for a very different market. They’re saving their lyricism where they can get their full heart and message across – The Korean market. Meant for THEIR people, in THEIR language. If you are unhappy with the American singles, just hold on and believe in the boys. They know what they’re doing.

For Korea, their dreams are OUR dreams.