Approaching tourism communication with empirical multimodality
Exploratory analysis of Instagram and website photography through data-driven labeling
Bibliographic Data
| ID | 22093050 |
|---|---|
| Authors | Elena Mattei (0000-0002-8443-3633, Ca' Foscari University of Venice, corresponding author) |
| Year | 2024 |
| Volume | 9 |
| Publication date | 2024-03-04 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Frontiers in Communication (JOURNAL) |
| Journal identifiers | ISSN: 2297-900X • E-ISSN: 2297-900X |
| Publisher | Frontiers Media SA (PUBLISHER • CH) |
| DOI | 10.3389/fcomm.2024.1355406 |
| OpenAlex | W4392401774 |
| Language | EN |
| References cited | 23 |
This paper reports the methods and results of the manual annotation of visual features in two corpora of tourism photography on travel boards' digital channels with a tailored tagging model based on the Grammar of Visual Design and adapted to tourism discourse. Computational analysis and statistical modeling show how the testing of theoretical assumptions through categorized data may lead to evidence-based interpretations of patterns of data clustering and to the detection of new communicative aims and conventions across digital media. Preliminary findings reveal indeed significant differences in the frequency of tag (co)patternings and use of visual strategies across channels that are related to the role and aim of each channel in the marketing funnel of persuasion and journey toward purchase (AIDA). Instagram imagery was demonstrated to foster a pre-consumption of the travel experience and emotionally charged reactions by representing perceptive and emotive expectations. While both channels play on postmodern tourists' desire for the uncontaminated, remote and the authentic, Instagram favors aerial views of pristine, aesthetically pleasant settings, often complemented with rear views of solitary individuals performing static processes of contemplation of natural wonders. This suggests a focus on attracting the attention and providing instant gratification of the senses by representing what stands in contrast to everyday life and traditional tourist experiences, both avoiding cognitive effort in a pervasive digital sphere with endless sources of information and encouraging further exploration on websites
Archaeology · Art · Data science · Empirical research · Epistemology · Exploratory research · Geography · Multimodality · Photography · Social science · Sociology · Tourism · Visual arts · World Wide Web · Computer Science · Digital Communication and Language · Digital Marketing and Social Media · Media, Gender, and Advertising
Picture theory
Multimodality
Visual Persuasion
The Language of Tourism
Reading Images
Text and Image
Social Media in Tourism and Hospitality
Understanding the Relationship between Tourism Destination Imagery and Tourist Photography
An Introduction to Functional Grammar
Social media as a destination marketing tool
The Tourist Gaze 3.0
Towards critical multimodal discourse analysis
Landscapes for “likes”
Reactions to Brexit in images
The Culture of Speed
| Citation velocity | historical |
|---|---|
| Highly cited | No |