Storytelling Strategy Based on Locality of Jeju Island

Abstract

A policy for developing local culture has been magnified these days. Visual-image Content especially plays a central role in developing OSMU in Korea, and so local governments actively support this field. Jeju has served as the backdrop for a number of visual-image content thus far by utilizing its own characteristics, such as its natural environment, its myths, and its living culture. This study attempted to examine the most effective method to incorporate regional characteristics into the planning of visual-image content. My Mother the Mermaid used the strategy of adding its thematic meaning based on a good understanding of the symbolic spatial representation of Jeju. It is important to find any connection with the story from the spatial materials used in the film and apply special meanings to them. 1. Visual-Image Content and Regional Revitalization 1.1. Urban Regeneration in an Era of Creative Economy The economic and social influence of culture is very powerful in the era of the creative economy. Even from the community's perspective, culture is an important element used to create the community's identity and image. The quality of the local residents' cultural life could also be enhanced through the active development of such a community culture. For that reason, a political strategy, which aims to develop the community's culture, has been magnified these days. The key of today's urban regeneration is not to redevelop cities physically but to improve the quality of local people's lives by reviving local community. That means urban regeneration is about integrating society, economy, and environment on the premise of voluntary and active engagement of local people. Furthermore, the necessity of establishing a strategic and systematic urban regeneration plan tailored to regional characteristics is arising along with urban projects implemented at a national level. In the process of urban development in a post industrial society, the cities facing obstacles tried to implement a revitalization project in various ways. Its direction was to renew urban images and introduce numerous cultural events as a cultural strategy. In other words, urban development was about changing its model centering on the service industry, especially tourism, not on the manufacturing industry. Cities cannot expect further development only with great industrial locations and abundant jobs, which were the key of urban development in the past. Now cities are competing fiercely to attract residents, the main consumer, and tourists as labors in an industrial society did intensely for limited jobs, naturally leading to urban growth.