Redefining “Locale”: The Formation of Internet Celebrity Spaces and Media Localization—A Case Study of the TV Drama “Where the Wind Blows”

With the assistance of TV dramas, the emergence of internet celebrity spaces on social media has become an undeniable phenomenon. Various "internet celebrity cities" and distinctive "celebrity check-in spots" have sprung up, profoundly altering the relationship between audiences and cities or locales. The TV drama "Where the Wind Blows" played a significant role in constructing a sense of place for Dali, Yunnan, through its unique portrayal, and its distinctive "check-in" culture successfully attracted a large audience's attention. This paper employs methods such as content analysis, questionnaire surveys, and in-depth interviews to systematically reveal the phenomenon of media localization triggered by TV dramas in internet celebrity spaces. It thoroughly analyzes this phenomenon from three aspects: the role of scene understanding and perception, the connection between place perception and culture, values, and the influence of place perception on individual life experiences. This research contributes to a deeper understanding and recognition of the concept of "media localization" among audiences and provides new insights and methods for exploring the association between internet celebrity spaces and TV dramas.