BTS's Pandemic Hits and Their Implications: Discursive Re-vitalization of Neo…

This study critically examines whether BTS poses counterhegemony to the dominant Western popular culture as the literature claims. Investigating its recent hit music videos during the COVID-19 pandemic, I claim that BTS resuscitates the neoliberal hegemony in its seemingly empowering, positive messages and helps revive narratives of neoliberal biopolitics. Reviewing how hegemony becomes natural…