Los elementos de la imagen proyectada por los resorts brasileños: Un estudio sobre la percepción de las fotografías en Instagram
2019
The Elements of the Projected Image by Brazilian Resorts: a Study on Photographs
Perception on the Instagram. The aim of this article was to analyze the main elements of the projected
image of brazilian resorts on Instagram, as a way to identify the most significant aspects of promotional
actions. This research adopted the quantitative approach, with exploratory and descriptive objectives,
having as procedures, the literature review and the documentary analysis based on the replication of
the studies of Donaire and Gali (2011). To analyze the photographs, an iconographic description with an iconological interpretation of Kossoy (2014) was used. The results showed thematic and aesthetic
standards for the elements necessary for the communication of the resorts in social media, indicating,
for example, that the aesthetic sense can be as relevant as the tourist equipment itself, in this sense,
the meaning that the users attribute to the resorts is constructed collectively in different ways. This study
has chosen the context of the brazilian resorts for the theoretical debate due to the deepening of the
forms by which they are represented on the Instagram platform, inferring the users' point of view through
the level of engagement of the photographs, thus, their elements and specificities were described and
their social use were identified within platform as a way to provide new contours to the literature.
Implications include the deepening the concepts and complementary perspectives for future research.
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