FRAMING ANALYSIS OF BTS'S JUNGKOOK PERFORMANCE AT THE FIFA WORLD CUP

Abstract

This study aims to analyze how international media framed BTS’s Jungkook’s performance at the 2022 FIFA World Cup in the context of South Korea’s cultural diplomacy and nation branding. Using a qualitative descriptive approach with content analysis assisted by NVIVO 15 software, the research examined 52 online news articles from five regional clusters such as South Korea, ASEAN, the Middle East, South Asia, and Western countries. The study applies Entman’s framing theory (1993) to identify the four main dimensions of framing: problem definition, causal interpretation, moral evaluation, and treatment recommendation. Each article was coded thematically to explore both manifest and latent meanings related to cultural diplomacy and nation branding, while sentiment analysis identified the tone and direction of coverage. The findings reveal that positive framing and sentiment dominated across all regions, especially in portraying Jungkook as a global cultural ambassador and symbol of South Korea’s soft power. Approximately 43%–49% of news articles contained positive sentiment, emphasizing Jungkook’s contribution to promoting Korean culture, while only 5%–7% showed negative sentiment, mostly from ASEAN and Western media questioning cultural dominance and commercialization. The results highlight the significant role of media in shaping global perceptions of non-state actors and strengthening South Korea’s diplomatic narratives through popular culture. This study fills the existing research gap by linking cultural diplomacy with global sports events, illustrating how celebrity representation contributes to a nation’s image-building efforts. Future research could compare audience responses across platforms to enrich understanding of cultural framing in global contexts.