Medium and ethical world: a study of the relationships between canonic space and associate space in the multiplatform storytelling of BTS universe

• Grant number: 19/23725-7
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: June 01, 2020
• End date: June 30, 2021
• Field of knowledge: Linguistics, Literature and Arts - Linguistics - Linguistic Theory and Analysis
• Principal Investigator: Luciana Salazar Salgado
• Grantee: Karen Naomi Aisawa
• Host Institution: Centro de Educação e Ciências Humanas (CECH). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil

Abstract

Since April 29, 2015 the south korean pop group Bangtan Sonyeondan (BTS) is launching a series of music videos, short films, webtoon (online korean webcomic) and other materials in multiple platforms, composing the story known as Bangtan Universe (BU) or BTS Universe, which we will take as a transmedia storytelling (MASSAROLO, 2013). This typical editorial object of nowadays is a product of the participatory culture of the fandoms, since they collect, read and interpret the fragments that are spread across multiple platforms, resulting in theories about this "universe" as a whole, which includes pieces that may or may not be published as comments and/or videos on various social medias. Considering these dynamics, we are lead to several issues from the editorial point of view, from which we highlight the main one to be investigated in the research we propose: taking into account both digital and non-digital places that the group explores on building his narrative, and also the question of what we would call co-enunciation of the fans, can we think of this work as one work? How would it become a unity of recognized value? In order to try to answer these questions, we follow the French Discourse Analysis, mostly studies developed by Maingueneau (2006, 2008) about canonic and associate spaces and also the notion of ethical worlds. We use Debray's concept of medium (2000a and b) and the notion of editorial genetic rites from Salgado (2016a), combining them with the elements that compose what Santos (2000) calls the technical-scientific and informational period. (AU)