Introduction. Contextualizing BTS / Joowon Suh & Eun Sung Park -- Part I. Songs and Lyrics. "Hip-hop boyband" that resonates: How BTS lyrics comfort and empower / Mi-Young Kim ; I got you/You got me": Transitivity analysis of BTS fan and healing songs / Mina Lee and Kyunghwa Lee ; A corpus-driven genre analysis of BTS lyrics/ Yu Kyoung Shin and Linlin Yu -- Part II. Multilingual Communication. "I purple you": BTS's ELF and translanguaging practices / Eun Sung Park ; BTS's and ARMY's dynamic translanguaging on social media / Hyejeong Ahn, Jieun Kiaer, and Simon Barnes-Sadler ; Creative disruption of linguistic hierarchy: "Brilliant, Tremendous, and Sensational" multilingual communication / Shim Lew ; Cultivating 'Uri' community: Translanguaging practice in Japanese fan communities / Wona Lee and Hiroko Sugawara -- Part III. Multimodal practices and engagement. BTS reaction videos as Third Space for identity negotiation / Joowon Suh ; Making space: Mapping the power of BTS pop-up markets / Melody Lynch-Kimery ; "Do You Want to Listen to My Seoul?": A multimodal discourse analysis of BTS advertisements / Hakyoon Lee -- Epilogue: Future directions of K-pop / Dal Yong Jin.

"With the international rise of K-pop culture, this analysis of BTS and the languages surrounding and related to their music, fans, and media content provides a unique look into how languages are localized, hybridized, and utilized beyond popular entertainment. Drawing on a wide range of data, the book examines various BTS content, from their music to the content generated by BTS themselves and their fans. Chapters explore key sociolinguistics questions using BTS language as data, including their songs, lyrics, tweets, and interviews; and languages of BTS consumers, including fan interactions, reaction videos, commercials, as well as BTS-inspired signs and sounds in public places. With their phenomenal success in the global music market and ever-dominant presence in social media, BTS has inspired scholarly interest in academic fields such as culture and media studies, musicology, sociology, and business marketing, shedding light on effective communication and innovative language use. As the very first scholarly collection on BTS-related language, this book will be of interest to students and scholars studying language use and communication, including linguistic hybridity, multimodality, translanguaging practices, and multilingual communication."