Watching Music Video of BTS Artists Affects Self-Esteem And Self-Expression of Korean fans in Thailand

Abstract

This research mainly selects the adolescents who are K-pop fans in Thailand that have a qualification in order to achieve the goals of this study. The purposes of this research are 1) Personal characteristics The behavior of listening to music and watching music videos of BTS artists. self-esteem and self-expression values of Korean fan in Thailand. 2) Differences of personal characteristics and music behavior and music video viewing of BTS artists. 3) The Relationship between BTS' music and music video viewing behaviors and self-esteem. 4) The relationship between music listening and music video viewing behaviors of BTS artists self-expression values. And 5) The relationship between self-esteem and self-expression values behavior. By this research collects the data through 400 targets age 18 or older who have experiences in listening or watching at least one songs of BTS albums, released from 2013 to 2021.

The results of the research hypothesis test revealed 1) the different personal characteristics will have different behaviors of listening to music and watching music videos of BTS artists, namely: 1. Different genders have different frequencies, understanding of the song's content. and positive emotional states while listening to music and watching music videos were different. 2. Different ages will have a cumulative period known and listening to music. and the frequency of positive emotional states while listening to music differed. And 3. Different levels of Korean proficiency will have a frequency. and the cumulative time known and listening to music is different. Only the level of knowing BTS's artists was not related to the behavior of listening to music and watching music videos. 2) The behavior of listening to music and watching music videos of BTS artists was related to self-esteem, i.e. understanding of the content of the songs and music videos, the frequency of positive and negative emotions while listening to music. with a very low correlation, but the frequency and cumulative duration of known and listened to music There was no relationship with self-esteem. 3) The behavior of listening to music and watching music videos of BTS artists was related to self-expression values, i.e. understanding of the content of the songs. and the frequency of positive emotions while listening to music. with a very low correlation, but the frequency, cumulative time known and listening to music And the frequency of negative emotions while listening to music was not related to self-expression values. 4) self-esteem correlating with self-expression values. with a moderate correlation.