Analisis Konten Kampanye Digital BTS X UNICEF "Love Myself" Pada Akun Twitter @bts_love_myself Periode Juni-Desember 2020. (Content Digital Campaign Analysis of the BTS on Twitter Account @bts_love_myself June-December 2020 period).

Loeran, Putri Oktavianus (2024) Analisis Konten Kampanye Digital BTS X UNICEF "Love Myself" Pada Akun Twitter @bts_love_myself Periode Juni-Desember 2020. (Content Digital Campaign Analysis of the BTS on Twitter Account @bts_love_myself June-December 2020 period). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Social media such as Twitter addresses all areas of life and K-Pop is one of them. Therefore, it is inevitable that a phenomenon such as the global campaign between Korean K-Pop group BTS (방탄소년단/Beyond the Scene) and UNICEF (United Nations Children's Fund) will emerge. The main focus of this research is the content provided by the BTS X UNICEF "Love Myself" campaign through the @bts_love_myself Twitter account during June-December 2020. The Love Myself campaign Twitter account was chosen as the object of research because the activities in the campaign are mostly concerned with the mental and safety of children and adolescents in the world. Through CMC (Computer Mediated Communication) theory, it can explain how the strategy has been carried out in this campaign. The research method uses a descriptive qualitative approach with narrative analysis of the Tzvetan Todorov model. The results of this study indicate that the digital marketing used by BIG HIT Entertainment in managing the @bts_love_myself account uses Multimodal (Media Richness Theory).

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