The Impact of the OTT Drama “Bok-ssak-sok-as-su-da” on Jeju Island's News Coverage

This study analyzed how Jeju-related reports changed through the drama“Bok-ssak-sok-as-su-da.” Text mining and language network analysis wereperformed on articles containing the keyword “Jeju”. The results showed that thenumber of reports related to “Jeju” increased by 56% after the drama was aired. The analysis of related words confirmed that the keywords changed from “firefestival” and other traditional tourism resources before the drama was aired to“April 3 Incident” and “Eomeong”, which emphasized Jeju’s historical significance and cultural identity. In addition, the language network analysis confirmed that 69keywords formed a cluster with “Jeju April 3 Incident” after the drama was aired,forming a strong network with the search term “Jeju”. The drama is judged to havetransformed Jeju into a multilayered image of ‘a painful historical site,’ ‘an attractivek-content filming location,’ and ‘a living space where life’s problems coexist. Thisstudy is significant in that it provides a theoretical and practical basis forestablishing future regional development and media policies.