JMIR Publications

ABSTRACT

Background:

The global rise of K-pop, particularly the influence of BTS—a South Korean boy band with over 90 million international fans known as ARMY—has shaped youth culture and online communities. Music fandoms are increasingly engaging digital platforms like YouTube not only for entertainment but also as spaces for emotional expression and mutual support. Despite growing interest in the mental health potential of music-based coping strategies, limited research has examined how fandom cultures differentially express emotional needs and supportive interactions online.

Objective:

This study investigates specific mental health language patterns and coping mechanisms expressed by BTS and Taylor Swift fans in online spaces, examining how different linguistic features (including self-referential language and emotional expression patterns) reflect psychological states and mental health needs. We utilize YouTube comments of fan-curated “sad” playlists of BTS and Taylor Swift. The analysis aims to identify linguistic and thematic differences between the two fandoms and examine the potential mental health implications of music engagement in digital communities.

Methods:

Using Natural Language Processing (NLP) and Linguistic Inquiry and Word Count (LIWC), we analyzed a total of 13,224 YouTube comments—11,772 comments on a BTS "sad playlist" video and 1,452 comments on a Taylor Swift equivalent. Statistical comparisons were conducted to evaluate differences in comment length, word count, pronoun use, and emotional valence. A qualitative thematic analysis was also conducted to identify recurring psychological and social support themes.

Results:

BTS comments were significantly longer (M = 253.38 words) and had higher word counts (M = 38.93) compared to Taylor Swift comments (M = 89.84 words, M = 16.08), p < .001. BTS fans used more first-person singular pronouns (10.24% vs. 7.43%) and expressed greater sadness (19.8% vs. 7.0%). In contrast, Taylor Swift fans exhibited higher admiration (8.0% vs. 5.0%). Among reply comments, BTS fans demonstrated more caring (7.5% vs. 2.0%), gratitude (9.1% vs. 4.2%), and optimism (5.0% vs. 1.7%). Linguistic analysis also revealed a broader international user base for BTS, including higher proportions of Spanish (6.11%) and Portuguese (1.89%) comments. Thematic analysis identified five key themes across fandoms: music as a coping mechanism, personal growth and self-acceptance, perceived community belonging, barriers to mental health access, and the therapeutic role of music and fandom-based interaction.

Conclusions:

The findings underscore the significant role that music and fan communities—particularly BTS fandom—play in fostering emotional expression, mutual care, and informal mental health support online. These results suggest implications for culturally responsive, community-based, and digitally mediated mental health interventions among youth and global populations.