Analysis of Social Media Discourse on the Gimje Horizon Festival

The Gimje Horizon Festival is an agricultural cultural festival that reflects Korea's rural culture. It is an attractive world festival where visitors can enjoy traditional culture such as Nongak performances and tasting Makgeolli during the festival period. This study was conducted to examine various discourses being discussed on social media for the Gimje Horizon Festival and to suggest the direction of operation of the Gimje Horizon Festival. As a result of the study, first, in addition to festival topics and regions such as festival, Gimje, horizon, and Byeokgolje, words such as program, holding, air show, event, online, Black Eagles, event, and experience showed a high proportion. Second, the results of the centrality analysis showed that culture, events, experiences, and representative showed a high degree centrality, and online, Jeonju, participation, us, variety, and photos showed high closeness centrality. Third, as a result of CONCOR analysis, a total of four-word clusters were formed that were highly related to the Gimje Horizon Festival. The two central clusters of the four clusters were ‘Food/Fun & Experience Programs’ and ‘SNS Supporters & Programs’, and the two peripheral clusters were ‘Representative Events & Modifiers’ and ‘YouTube Subscription Events’.