Discourse Analysis on BTS's RM UN Speech
Hi, there my beloved readers. I'd like to share one of my linguistics analyses, especially in the discourse field. As an army, it's exciting to be able to take research data from sources that are related to BTS. Thus, here is one of my humble analyses of their speech at the UN represented by RM. I really hope that it can be useful for some of you guys studying Linguistics. Cheers!
Persuasive Strategies in BTS’ RM Speech: A Discourse Analysis
I.
Introduction
In this modern era, movements to develop society keep being found
and launched. When people introduce new
things to society or bring the newest version of the old things, there will be
two possible responses; agreement and disagreement. It is claimed that people's
disagreement leads to the existence of politics (Heywood, 2002). Miller (1991)
defines politics as a process whereby a group of people with different opinions
and interests reach collective decisions as binding on the group and enforced
as common policy. Thus, in the process, persuasion is involved to reach the
final decisions.
Persuasion is an interactive communicative process in
which a message sender aims to influence the beliefs, attitudes, and behavior
of the message receiver (Jowett and O’Donnell, 1992).
Besides, according to Keraf (2002) persuasion is an art of verbal
communication to assure someone to do something appropriate based on speaker
purposes. In persuading audiences to accept their purposes, senders/speakers
use some ways called persuasive strategies. There are three pillars of
persuasive strategies according to Aristotle. He argued that in addition to taking a morally worthy stance (ethos) and proofs to support the
argument (logos) the successful rhetorician should also be
able to arouse the feelings (pathos) (Charteris-Black, 2005).
Persuasive strategies are often used by speakers when delivering a speech to exploit the existing
beliefs, attitudes, and behavior of the audience. BTS’ RM speech in UNICEF is
one of the cases in which persuasive strategies are applied. This speech is
meant to show their support for the launch of Generation
Unlimited, a new
global partnership to help every young person into quality education, training,
or employment by 2030. In delivering the speech BTS RM as the speaker persuaded the audience to be
brave and honest with themselves, accept every single thing about themselves,
and keep doing what they are willing to achieve until it happens. To send his
purposes, RM used some persuasive strategies.
Therefore, through this research, the author will analyze what persuasive strategies are used in the speech and how those are applied by using the theory of Aristotle.
II.
Discussion
a.
Aristotle’s Persuasive Strategies
According to Aristotle, there are three pillars of persuasive strategies.
Those are Ethos, Pathos, and Logos.
1.
Ethos
Ethos is the
appeal of speakers' character or reputation.
It is maintained that Ethos is
the nature of the communicator. A good image either is physically and naturally
is needed to be a good speaker in front of the audience. Foss (1996) in Muhan
(2013) mention that Ethos is defined
as the trustworthiness and character of the speaker dealing with the effects of
him delivering a speech. In other words, it refers to the appropriateness of
the speaker to deliver the speech considering his personal beliefs.
Murthy (2014) mentioned two factors of Ethos; indigenous factor and adventitious factor. The indigenous factor is related to the speaker's quality including skills and natural physical appearance. Meanwhile, the adventitious factor includes elements afforded by efforts, such as education, knowledge and wisdom, character, expertise, virtue, righteousness, temperance, prudence, nobility, and courage.
2.
Pathos
Pathos is
persuasion appealing by sentiment, ‘pathos concerns appeals designed to
generate emotions in the audience’ (Foss, 1996 in Mohan, 2003). It refers to
the ability of the speakers to control the emotions of the audience. The
involvement of pathos in persuasive strategy is meant to arouse the audience's
emotions to make them emotionally connected to the speaker.
In the view of Aristotle, pathos is the emotional state of the audience regarding their relationship with both the issue and the speaker. Keraf (2004) states that this aspect can be on rising or falling down the emotion. Thus, it should be prepared by the speaker before the speech delivery to make it suitable for the intended purpose.
3.
Logos
Logos refers to
the given fact and argument given by the speaker to make the speech rooted,
logical, and effectively persuasive to persuade the audience. The understanding
of the information depends on how the audience processes it; thus, the speaker
should know the information acceptance of the audience (Nurrosyidah, 2016). It
is important to make sure that the information fits the purpose of the speaker.
Aristotle in Charteris-Black (2005) explained that logos are the proofs to support the arguments. Most people tend to believe when the speaker provides proof and logical reason along with the information delivered, such as giving examples and using specific numbers to assure the audience (Murthy, 2014). All in all, logos is related to concrete data to prove what is claimed by the speaker is valid and can be believed by the audience.
b.
Data
The data of this research
is BTS’ RM Speech in UNICEF to support the launch of Generation Unlimited, a new global partnership
to help every young person into quality education, training, or employment by
2030.
Thus, the target audiences of this speech are prioritized to be young people.
The speech video was published on September, 24th 2018 and it is approximately
6,5 minutes long. It can be accessed on Youtube specifically on the official
channel of UNICEF.
https://www.youtube.com/watch?v=oTe4f-bBEKg.
c.
Data Analysis
In this research, the statements/utterances with
persuasive strategies were taken. It is found that three of Aristotle's
persuasive strategies are used and the number of occurrences vary. There
are 6 occurrences of Ethos strategy,
8 occurrences of Pathos strategy, and
3 occurrences of Logos strategy. It
can be seen in Table C.1.
Tabel C.1 The Occurrences of Persuasive Strategies
|
NO |
STRATEGY |
NUMBER OF OCCURRENCES |
|
1 |
Ethos |
6 |
|
2 |
Pathos |
8 |
|
3 |
Logos |
3 |
1. Ethos Strategy
Datum 1
“My name is Kim Nam Jun, also known as RM, the leader of the group BTS. It’s an incredible honor to be invited to an occasion with such significance for today’s young generation.”
The statement above is the second paragraph of the BTS RM Speech at the launch of Generation Unlimited UNICEF after saying gratitude to UNICEF's main organizers and the guests. RM uses ethos strategy by introducing himself as "the leader of the group BTS" showing his reputation as the one leading one of the biggest boy groups in the world currently. It highlights his prestigious leadership skills. Besides, he also shows his good image through his appearance, performance, and confidence. Moreover, RM expresses his social and emotional information on how he appreciates the invitation through the statement "It’s an incredible honor to be invited...". it shows his righteous character. All of these will help him to persuade the audience to listen to his speech. Therefore, the use of ethos strategy here is meant to convince the audience to accept his points.
Datum 2
"Last November, BTS launched the “Love Myself” campaign with UNICEF, building on our belief that “true love first begins with loving myself.” We have been partnering with UNICEF’s #ENDviolence program to protect children and young people all over the world from violence.”
RM mentions the group's experiences being a partner of UNICEF to spread campaigns "BTS launched the “Love Myself” campaign with UNICEF...” “We have been partnering with UNICEF’ #ENDviolence program..." showing that movement-related things are not new things for him and his group members. More importantly, the previous campaigns they spread also targeted the young generation which is significantly relevant to the launched partnership 'Generation Unlimited'. Thus, the use of ethos strategy in the statement is to convince the audience that he is the right person with whom they can talk about the issue.
Datum 3
"I was born in Ilsan, a city near Seoul, South Korea. It's a beautiful place, with a lake, hills, and even an annual flower festival. I spent a happy childhood there, and I was just an ordinary boy.”
In the statement above, RM labels himself an ordinary boy then "I was just an ordinary boy," meaning that he has experienced the same stage as most of the young generation now. He did not by accident become a famous artist. Thus, RM applies ethos strategy in the statement to show the audiences his similarity to the audiences before his success. Thus, the purpose is again to convince the audience that he is an appropriate figure to talk about the issue brought up.
Datum 4
"I’m sure that I, and we, will keep stumbling and falling. We have become artists performing in huge stadiums and selling millions of albums.”
Through the statement above RM states his current reputation “We have become artists performing in huge stadiums and selling millions of albums." It points out his achievement, from an ordinary boy to a successful artist with the group BTS. As a young person who has succeeded in the tough process, he shows the audience that the young generation's issues are very close to him. Thus, the ethos strategy in the statement is used to convince the audience that he is the right speaker regarding the issue.
Datum 5
"But I am still an ordinary, twenty-four-year-old guy. If there’s anything that I’ve achieved, it was only possible because I had my other BTS members by my side, and because of the love and support of our ARMY.”
Despite his success, in the statement above RM captures himself as an ordinary person. The sentence "I am still an ordinary, twenty-four-year-old guy. If there’s anything that I’ve achieved, it was only possible because I had my other BTS members by my side, and because of the love and support of our ARMY fans” shows the personality of him as the leader of a well-known group that is humble, respectful, and grateful for all the support of his surroundings. The good images he shows by using ethos strategy here can persuade the audience to accept what he delivers considering his credibility.
Datum 6
“I’m a hip-hop idol and an artist from a small town in Korea.”
In the statement above
RM calls himself with his current position. From an ordinary young boy to a
hip-hop idol and an artist is a long process. This changed reputation is the
point he highlights to make his figure as a speaker relevant to the issue he
talks about. He uses ethos strategy to stress the appropriateness of himself
for delivering the speech. Thus, the audience will be convinced.
2. Pathos strategy
Datum 1
"I had one sanctuary, and that was music. There was a small voice in me that said, ‘Wake up, man, and listen to yourself!” But it took me a long time to hear music calling my name.”
In this opportunity, RM tells the story about himself and how he began to know and deal with himself in choosing what he wanted at that time. RM has the intended purpose of using the delivery using pathos strategy. He wants to involve the audience emotionally. Instead of telling directly what he felt at that time, he utters the line "Wake up, man, and listen to yourself!". He makes the audience as if they also hear what he heard. Moreover, the line is also a message he wants to deliver to the audience to influence their behavior.
Datum 2
"Even after making the decision to join BTS, there were hurdles. Most people thought we were hopeless. Sometimes, I just wanted to quit”
In the statement, RM tells the audience what he has been through until his success. Even when he has joined the group, it's still far from what he is right now. By stating "Most people thought we were hopeless," RM wants to show the audience that he also experienced what normal people do when they are chasing their dreams; being in a difficult condition and being underestimated by their surroundings. Here, RM stresses the similarity between him and the audience to make them emotionally connected to him. Thus, what he persuades the audiences will possibly be accepted. This is why the pathos strategy is used in the statement.
Datum 3
"So, let’s all take one more step. We have learned to love ourselves, so now I urge you to “speak yourself.”
RM uses pathos strategy in the statement above by using the pronoun "we, us." He wants to arouse the audience's emotions by involving them in the action and placing them in the same position as himself. It will make the audience connect to him as a speaker emotionally. Furthermore, by stating "I urge you to speak yourself," RM makes the audience connect to the issue as well. He invites the audience to take action toward the campaign by telling them what they have to do. Therefore, the audience will be persuaded by him as the speaker for the existence of these connections.
Datum 4
"I would like to ask all of you. What is your name? What excites you and makes your heartbeat?”
In the statement, RM makes the audience not only listen to him but also act more to think about themselves by asking them "What is your name? What excites you and makes your heartbeat?" He uses the pathos strategy here to get the audience connected with him and the issue. If they think about what he asks they have accepted the message well, meaning that they are persuaded by him. This is why the pathos strategy is influential in the statement.
Datum 5
"Tell me your story. I want to hear your voice, and I want to hear your conviction. No matter who you are, where you’re from, your skin color, gender identity: speak yourself.”
In the statement above RM tries to arouse the emotions of the audience by placing the position of their listener in the lines, "tell me your story. I want to hear your voice, and I want to hear your conviction." This will make him and the audience connected emotionally regarding the issue brought up. Moreover, in the next line, RM stresses that the 'speak yourself' action is for everyone no matter what background he/she has. By the use of the strategy, RM tries to convince the audience to do what he has done in his life; being honest to himself and keep trying to know more about it.
Datum 6
"Find your name, find your voice by speaking yourself.”
The statement above contains a pathos strategy that can be seen from the use of direct imperative signed with the verb 'find'. Here RM tries to make the audiences connected to the issue emotionally by asking them to find the genuine themselves, again with the phrase 'speak yourself'. This delivery is used by him to directly persuade the audience to do his message in the speech.
Datum 7
"Like most people, I made many mistakes in my life.”
RM uses pathos strategy in the statement by pointing out his similarity with other people; making mistakes. He arouses the emotions of the audience by linking himself and them through an action related to the issue. Thus, not only does the audience connect to him as a speaker but also the issue. By highlighting the same stage in which he and the audience are, it will make his intended purpose delivered.
Datum 8
"What is your name? Speak Yourself!"
The lines above carry pathos strategy by the interrogative and the imperative. Here, again, RM wants the audience to think about themselves by the question, "What is your name?". By this, he approaches the audience emotionally. Furthermore the imperative in the next line "Speak Yourself!" shows a clear message of him, what he wants the audiences to do in their lives. Therefore, the pathos strategy usage here is meant to get the audience connected emotionally with the speaker, and with the issue, the speaker will be able to persuade them to do the action.
3.
Logos
Datum 1
"Our fans have become a major part of this campaign with their action and enthusiasm. We truly have the best fans in the world!”
In the statement, RM gives real proof of his sincerity in spreading the campaign 'Love Yourself' by mentioning the involvement of the group fans in the action. Besides, through the statement "Our fans have become a major part of this campaign" RM emphasizes that the message he brings is an important issue mainly for young generations proved by the big participation given by the fans who are mostly young people. By using the logos strategy, RM can easily persuade the audience that what he delivers is relevant to audiences.
Datum 2
"Looking back, I think that’s when I began to worry about what other people thought of me and started seeing myself through their eyes. I stopped looking up at the night skies, and the stars, and I stopped daydreaming. I tried to jam myself into molds that other people made. Soon, I began to shut out my own voice and started to listen to the voices of others. No one called out my name, and neither did I. My heart stopped and my eyes closed shut. So, like this, I, we, all lost our names. We became like ghosts.”
The statement above is mentioned by RM at the beginning of the speech when he talks about himself. He states the lines before mentioning what made him realize that he had to do something with his life at that time. RM shows the audience a logical process of how people usually give up on their lives with his point of view in the lines “I stopped looking up at the night skies, the stars, and I stopped daydreaming. I tried to jam myself into molds that other people made. Soon, I began to shut out my own voice and started to listen to the voices of others. No one called out my name, and neither did I. My heart stopped and my eyes closed shut. So, like this, I, we, all lost our names. We became like ghosts." By providing the phenomenon, RM wants to depict the link of it with the message he brings. Thus, the logos strategy here is used to convince the audience that to 'speak yourself' is very important to survive in life.
Datum 3
"After releasing the “Love Yourself” albums and launching the “Love Myself” campaign, we started to hear remarkable stories from our fans all over the world, how our message helped them overcome their hardships in life and start loving themselves. These stories constantly remind us of our responsibility.”
RM uses logos strategy in the statement by
mentioning the positive effects of the group album 'Love Yourself' and the
campaign 'Love Myself' in the lines "we
started to hear remarkable stories from our fans all over the world, how
our message helped them overcome their hardships in life and start loving
themselves.". It
functions to support his argument regarding the importance of 'speak yourself'
action for the issues are related to each other. Furthermore by the line"These stories constantly remind us of our responsibility," he tells the audience the important reason why he has to deliver
the message; he has the responsibility to keep supporting and helping the young
generation's lives either through his works or campaigns. These variables will
convince the audience about the speaker's message.
III.
Conclusion
In BTS' RM speech, the
speaker embraces all three of Aristotle's persuasive strategies; ethos, pathos, and logos, to persuade the
audience. The application of the strategies in the speech is dominated by the
use of pathos strategy with 8
occurrences, followed by ethos
strategies with 6 occurrences, and the last logos
strategy with 3 occurrences.
RM, the speaker, uses pathos strategies to connect to the audience emotionally is
intentionally done considering the issue brought up in the speech is
sentiment. Thus, the emotional approach is very suitable to use as a strategy
for persuading the audience. Besides, the second most used persuasive strategy, pathos, is used by RM to highlight his
reputation, background, character, and other personal elements showing that he
is an appropriate person to talk about the issue related to the young generation's
life development. Even though the logos
strategy is only found in three data, the supporting arguments, proofs, and
logical process are already influential as all of those are tightly related to
the campaign 'Speak Yourself' brought by RM in the speech.
In short, RM manages the
type of persuasive strategy based on the intended purpose of his speech. As the
main purpose is to encourage the audience to start speaking for themselves to be
able to chase what they dream of which is more about sentiment, the dominant use of the Pathos strategy and Ethos
strategy is very reasonable to make RM an appropriate speaker toward the issue
and get connected to the audiences emotionally. Thus, the message will be
easily accepted by the audience.
References
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dan Narasi. Jakarta: Gramedia.
Miller, D. (1991). “Politics” in Blackwell Encyclopedia of
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and Cambridge, Mass.: Blackwell.
Mohan, B. (2013). A Study of the use of persuasive strategies in Religious
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https://www.academia.edu/9790039/A_study_of_the_use_of_persuasive_strategies_in_Religious_Oratory
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Nurrosyidah, H. Y. (2016). Persuasive Strategies in Joko Widodo’s Political
Speeches. [Graduate Thesis Maulana Malik Ibrahim State Islamic University].
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