OTT 플랫폼에 나타난 파괴적 여성 인물 서사의 흥행 전략 연구 -<마당이 있는 집>을 중심으로- = A Study of the Box Office Strategies of Disruptive Female Narratives on OTT Platforms - Focusing on < The House with a Yard > -

다국어 초록 (Multilingual Abstract)

This study aims to explore how female-centered narratives produced on OTT platforms, particularly those featuring disruptive female characters, are structured as box office elements. Using the original drama, which aired on Genie TV in 2023, as the primary text, this study examines the box office potential of disruptive female narratives and investigates how they are shaped into a commercially viable structure through the strategic approaches of OTT platforms. stands out in its construction of female-centered narratives by depicting the revenge journey of a female character who resists the intersecting oppressions of patriarchal systems, while simultaneously securing audience engagement through the familiar framework of the “hero’s rite of passage” narrative. The drama’s distinctive features align with OTT platform strategies, including the attraction of female audiences in their 20s and 30s, who have emerged as cultural drivers, and the intersectional inclusion of minority fan bases. This paper is significant in that it highlights the previously underexplored internal structure of disruptive female narratives and examines how these narratives intersect with the strategic operations of OTT platforms, contributing to their commercial and cultural success.