The engagement of Brazilian fanbases in social causes inspired by the group BTS

Abstract

The advent of social media has enabled the expansion of sociopolitical actions beyond the physical realm, as they have become integrated into cyberspace. This article aims to analyze the impact of social campaigns created by fans of the group BTS on social network X, with the Army Help The Planet fanbase as the subject of study. The research question addresses the tendency of Brazilians to engage in social actions only during specific times of the year, with the fanbase serving as an agent that challenges this perspective. The methodology used was netnography, which analyzed tweets and three campaigns on social media platform X, relating them to sociologist Max Weber’s concept of “pure action.” As a result, it was observed that fans began to engage with social causes through cyberactivism on digital media and in online communities in an autonomous manner, sharing the social values expressed by their idols.

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