{"title":"用实证多模态方法进行旅游传播:通过数据驱动标签对 Instagram 和网站摄影进行探索性分析","authors":"Elena Mattei","doi":"10.3389/fcomm.2024.1355406","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":"37 2","pages":""},"PeriodicalIF":16.4000,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Approaching tourism communication with empirical multimodality: exploratory analysis of Instagram and website photography through data-driven labeling\",\"authors\":\"Elena Mattei\",\"doi\":\"10.3389/fcomm.2024.1355406\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":1,\"journal\":{\"name\":\"Accounts of Chemical Research\",\"volume\":\"37 2\",\"pages\":\"\"},\"PeriodicalIF\":16.4000,\"publicationDate\":\"2024-03-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Accounts of Chemical Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.3389/fcomm.2024.1355406\",\"RegionNum\":1,\"RegionCategory\":\"化学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"CHEMISTRY, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3389/fcomm.2024.1355406","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
Approaching tourism communication with empirical multimodality: exploratory analysis of Instagram and website photography through data-driven labeling
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.
期刊介绍:
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.