CHAPTER II

THEORETICAL FRAMEWORK

This chapter explains about the theories that are used in this research and

the previous study that has been carried out and forms the basis of this research.

1.1. Previous Study

In this chapter, researcher will present research that has been done by

researchers before. The aims to get faster reference about the data information to

be researched.

The researcher found some several about BTS. The first, Virginia & Lina

Sinantra Wijaya (2020) entitled, Analisis Aisas Model Terhadap “Bts Effect”

Sebagai Brand Ambassador Dan Influencer. The aim of this research is to analyze

the BTS effect to AISAS brand ambassador. In this research, the researcher using

qualitative method and phenomenological approach, phenomenological approach

is study about phenomena based on the current market situation, the phenomenon

that occurs is the K-pop idol artist who able to increase and attract a lot of interest

to buy the product. For collecting data, this research using questionnaire with 25

informants who all of them is a member of ARMY, the name of BTS’s fans. The

Result of this research is BTS as brand ambassador can increasing the customer

and influence people about the product.

The second research is Oktaviani (2020) entitle, “Analisis Semiotik Video

Klip Bts “Blood Sweat And Tears” Sebagai Resepresentasi Muda”. The aim of

this research is to determine representation of youth in BTS music video Blood

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Sweat and Tears by using semiotic study Roland Barthes. This research using

qualitative method. The result of the research is on the music video BTS of Blood

Sweat & Tears to describe meaning the growth process and period, passion, that

representative by wings. Youth is a time of finding our identity, the freedom and

courage do thing you like. In this research also found several myths, BTS. In the

video seokjin likes being alone to finding his identity, seokjin as Sinclair kids is a

growing child who likes being alone to finding his identity same as seokjin.

Sinclair is character from novel Demian as the reference MV. Second, their

clothes, jacket, thin makeup also accessories the such as earring and scarf ring

worn by members. In ancient times wearing these items was considered taboo and

should be not by men. But over time, this is no longer a strange thing and is an

increase the image as idol to appear attractive. Third, museum and the property

used, such as painting, mirror and sculpture. Same as the mythological story is a

ritual kissing statue. In related to the Demian’s story the V’s scene when he fall

from off the balcony identified as Icarus and his father deadalus when they make

plan to escape from wings that they create their selves from feathers and wax.

Third, Uswatun Hasana, alek alek & Didin Nurudin Hidayat (2019) entiled

“A Critical Discourse Analysis Of Kim Namjoon’s (RM’s) Speech”. This

discourse analysis study to finding types of transitivity use and the most the

dominant. Focus this research are to find types function in the namjoon’s speech

process of transitivity and the dominant process in this research. By using two of

SFG meta function developed by M.A.K Halliday namely ideational function and

interpersonal function quantitively. Data collecting by watching the video speech

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Namjon In United Nation. The result of this research showed that 11 data

modality analysis, 8 tense analysis, the personal pronoun from the speech video

were I and we. I used 50 times and we used 10 times. In his video speech also

talks about BTS, he calls himself and the BTS member which called your is

possessive pronoun relational. My, Your and My Since RM as the dominant use

from the speech.

The fourth Ade Nine Suryani (2019) entitled Bangtan Soyeondan (BTS)

New American Idol. This semantic to analyze the reason BTS becomes the most

popular idol in America. This research using semantic theory Stuart Hall analysis

reception. The result of this research is BTS is truly the most popular idol group

in America with the many achievement they have. They also have music with

lyrics meaning it can be catching attention and the reasons why most people love

them is because they are do healing through the song, BTS song not only love

story but about issues social.

Fifth Lukne Vasileviciute (2020) An Analytical Overview of BTS Map Of

The Soul: 7 Promotional Champaign. Focus in this research in advertising

Champaign for the BTS contained album Map of the Soul: 7 by using theoretical

concept. The result of this research is Map of the Soul: 7 become the focused

promotion for the Champaign, the campaign itself have interest because combined

with the profit and the various positive messenger that deliver. In this Champaign

advertising have an offline promotion in museum its was found very unique and

creative. The promotion event for BTS this album is very interesting because they

have working with many musicians and artworkers. It’s really the global project
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for them. In this event the livestreams generated 50.59 million views, become the

highest number of concurrent views.

This research conducts the similar research with previous study, but the

differences that this research taken from BTS’s speech during pandemic than can

give influence for their fans. This research also will be discussed use pragmatic

study especially speech act in illocutionary term.

1.2. Literature Review

1.2.1. Pragmatics

Pragmatic is about of language based on the context to interpreting

meaning. According to the Sperber and Wilson (in black 2006, 84) defines that

context as the field of study to interpret utterance. In other hand, according to

Mey (2001, 6) pragmatic is study of human communication, Is a study about

human language, how it used to communicate by the condition society of user

language and the society of the user language can control the meaning in doing

communicate. In the pragmatic has many studies about the use of language forms,

such a presupposition, implicature, deixis.

1.2.2. Speech Act

Speech act is action performed from the utterance. Searle divides speech

act into 3 types there are: locutionary, illocutionary and perlocutionary.

Locutionary act is meaning from the utterance. Illocutionary is act when the
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speaker make uttering for saying something. Perlocutionary acts is the effect

performed by statement in the speech.

2.2.3 Types of Illocutionary

According to the Searle illocutionary act is performed based on speaker’s

utterance. (2005, 12-27) divides Illocutionary act into 5 kinds:

2.2.3.1 Assertive

The function assertive is to purpose something that happened, with the

truth being revealed or the fact. Assertive divides assertive into 4 kinds of

function there are:

1. Stating

2. Complaining

3. Boasting

4. Concluding

2.2.3.2 Directive

The function directive is the speaking saying something do something.

Directive divides into 6 kinds of function there are:

1. Requesting

2. Begging

3. Praying

4. Pleading

5. Permit
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6. Advising

2.2.3.3 Commissive

The function is a form utterance from the speaker, that the speaker and

listeners do something based on speakers utterances to some future action. it

seems likes assertive class. Commissive divides the function into 5 kinds:

1. Commanding

2. Ordering

3. Begging Pleading

4. Promising

5. Inviting

2.2.3.4 Expressive

The function is to express phycological condition from the utterances.

Expressive divides into 7 kinds of functions:

1. Thanking

2. Welcoming

3. Congratulating

4. Condole

5. Deplore

6. resigning

7. Appointing

2.2.3.5 Declarative

The form of illocutionary act has connect with reality condition. The function of

declarative divides into 6 kinds there are:

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1. Resigning

2. Describing

3. Calling

4. Charactering

5. Diagnosing

1.2.3. BTS

BTS is an idol group from South Korea today that is on the rise and

famous as a global idol. Since they become the first K-pop group to win at the

Billboard 2017. BTS was debuted under Big hit Entertainment on June, 12, 2013.

Interestingly since their debut, their song extremerely meaningful and not only

romance story. The song lyrics talk about love myself, social issues, mental health

awareness, problems family, puberty, school, work and sharing their private life.

BTS has many fans around the world it can been in social media account.

They have 37,5M followers in Instagram, 25,4M followers live, 32.8M

followers twitter, 8.9M followers on weverse, and 44.7M subscribed on YouTube,

tiktok 28.8M and still counting. Since their debuted in 2013, they being

phenomena have many achievement and breaking many record. BTS also give

impact is not just in their company, but in South Korean economic. BTS generates

estimated amount of 4 trillion won ($3.56 billion) as a value to the country per

year and 1.42 trillion won ($1.26 billion) as added value per year. BTS’s

contribution to South Korea GDP is almost comparable with Korean Air. HRI

predict that BTS 10 year economic impact will reach 56.2 trillion won. Another

BTS effect to Korean economic of 481.3 billion won from “BTS 5 th Muster
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(Magic Shop)” concert alone which were held in Busan and Seoul on June, 2019

(135.5 billion won from in busan and 345.8 billion won from in Seoul). Analyzed

by Ministry of Culture, Sport & Tourism” and “Korea culture & Tourism

institute”. (According Kpopherald & overseas).

BTS has been working with UNICEF since 2017 on the love myself

Champaign to end violence against. In 2019, BTS released mini album Map of the

Soul : Persona this is their third album peaked at number 1 on the Billboard hot

200, making BTS the first group since The Beatles to earn three number one

albums on less than a year. This album become the bestselling in Korean history,

and BTS became the bestselling artist in South Korea all the time. Sold over

fourteen million albums. BTS become the first Asian artist act to headline and sell

out Wembley Stadium and broke the record for the single highest-grossing

engagement in Rose Bowl Stadium history.

In 2020, Map of the Soul: 7 is their fourth album Korean language to earn

number 1 on the Billboard hot 200. With the album title’s track “On” debuted at

number 4 on the Billboard Hot 100, making their highest rank single chart and

making them Korean act with the most top 10 on Hot 100. 4.04 million pre

orders, Map of the Soul: 7 became the most pre ordered South Korean album. It is

also became the biggest debut album of 2020 by selling 422.000 unit. Sold 2.65

million sales within the first six hours of release. First Asian artist to top the

world’s 5 largest music market (US, Japan, Germany, France and UK).

Map of the Soul : 7 making BTS the highest first week sales in hanteo

history sold 3.37 million copies. Over 2 million copies sold in less than two hours.
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It had sold 4.26 million copies and making BTS the country’s best selling act of

all the time. The next release is “Dynamite become the first English song from

Korean artist and making BTS the first Korean act to earn number 1 on the

Billboard Hot 100. With 100.1 million views BTS breaks record and become the

most views music video in hours in YouTube history. With dynamite BTS was

nominated for the best pop duo/group performance category and becoming the

first K-pop group to do so.

The latest, in November 2020 BTS release new album BE, according

korea’s Hanteo Chart data it has sold 1 million copies within the first 30 minutes.

This album making the fifth to earn number 1 on the Billboard Hot 200, and Life

Goes On title’s track this album become the third their song to earn number 1 on

the Billboard Hot 100. And the first Korean song since after 62 years to earn

number 1 on the Billboard Hot 100.

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