ScholarWorks@숙명여자대학교

초록

This study examines how film discourse transforms and diffuses across different platform environments—theaters and OTT services. Using The Match (2025) as a case study, we analyzed 1,685 news articles from BigKinds and data from the Ministry of Culture's public opinion analysis system (Big.pr.go.kr) spanning January to December 2025, employing LDA topic modeling. The analysis identified five major topics: Actor Performance (28.3%), Go Aesthetics (24.7%), OTT Platform Experience (19.2%), Scandal (15.6%), and Contents Tourism (12.2%). Temporal analysis revealed that Actor Performance and Go Aesthetics dominated during the theatrical release period (35.8% and 31.2%, respectively), while Platform Experience discourse surged by 180.6% (from 9.8% to 27.5%) and Tourism discourse surged by 224.7% (from 7.3% to 16.4%) following the Netflix release. Notably, tourism discourse exhibited a circular structure: online discourse triggered offline visits to filming locations, which then generated new online content through blog posts and social media authentication shots. Platform-specific analysis showed distinct patterns: blogs demonstrated sustainability, online communities showed momentary spikes, news media performed agendasetting functions, and YouTube displayed spectacle-oriented patterns. This study empirically demonstrates how media transition affects discourse topic composition, temporal transformation, and platform-specific diffusion. It theorizes the discourse-space integration concept, revealing the circular mechanism between online and offline discourse. The findings contribute to understanding film reception in the transmedia era and provide implications for cultural policy regarding integrated support for film-related industries.

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