IDEAS home Printed from https://ideas.repec.org/a/cog/meanco/v5y2017i4p6-14.html
   My bibliography  Save this article

Brand New Images? Implications of Instagram Photography for Place Branding

Author

Listed:
  • Åsa Thelander

    (Department of Strategic Communication, Lund University, Sweden)

  • Cecilia Cassinger

    (Department of Strategic Communication, Lund University, Sweden)

Abstract

The aim of this article is to develop an understanding of what happens when Instagram photography is used for branding a place. Questions raised are which photographs are taken and published, does the practice result in novel ways of representing a place, and, in turn the image of a place. A practice approach to photography is used where focus is directed to the performative aspect of photography. Fifteen qualitative interviews were conducted with participants in an Instagram takeover project concerning their photographs. The study shows that adopting a communication strategy based on visual social media is dependent on the participants’ competencies and that it is embedded in everyday life. Moreover, the participants’ photographic practices were found to be influenced by social conventions, which resulted in the city being imagined differently by different participants. To use visual social media such as Instagram for branding purposes does not necessarily mean that novel images are generated, but that they are choreographed according to the conditions of Instagram as medium.

Suggested Citation

  • Åsa Thelander & Cecilia Cassinger, 2017. "Brand New Images? Implications of Instagram Photography for Place Branding," Media and Communication, Cogitatio Press, vol. 5(4), pages 6-14.
    • Handle: RePEc:cog:meanco:v:5:y:2017:i:4:p:6-14
    as

    Download full text from publisher

    File URL: https://www.cogitatiopress.com/mediaandcommunication/article/view/1053
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Gary Warnaby, 2015. "Rethinking the Visual Communication of the Place Brand: A Contemporary Role for Chorography?," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 175-190, Springer.
    3. Dinhopl, Anja & Gretzel, Ulrike, 2016. "Selfie-taking as touristic looking," Annals of Tourism Research, Elsevier, vol. 57(C), pages 126-139.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Giglio, Simona & Pantano, Eleonora & Bilotta, Eleonora & Melewar, T.C., 2020. "Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor," Journal of Business Research, Elsevier, vol. 119(C), pages 495-501.
    2. Uta Russmann & Jakob Svensson, 2017. "Introduction to Visual Communication in the Age of Social Media: Conceptual, Theoretical and Methodological Challenges," Media and Communication, Cogitatio Press, vol. 5(4), pages 1-5.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daly, Bonita A. & Schuler, Drue K., 1998. "Redefining a certified public accounting firm," Accounting, Organizations and Society, Elsevier, vol. 23(5-6), pages 549-567.
    2. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    3. repec:oup:jecgeo:v:50:y:2023:i:2:p:282-302. is not listed on IDEAS
    4. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.
    5. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    6. Tom Joerß & Payam Akbar & Robert Mai & Stefan Hoffmann, 2017. "Conceptualizing sustainability from a consumer perspective [Konzeptionalisierung der Nachhaltigkeit aus der Konsumentensicht]," NachhaltigkeitsManagementForum | Sustainability Management Forum, Springer, vol. 25(1), pages 15-23, June.
    7. Veronica Devenin & Constanza Bianchi, 2018. "Soccer fields? What for? Effectiveness of corporate social responsibility initiatives in the mining industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 866-879, September.
    8. Said Sarabi, 2016. "Development Optimal Strategies for Media Policy of IRIB on Issue of Climate Change," Modern Applied Science, Canadian Center of Science and Education, vol. 10(2), pages 115-115, February.
    9. Jon Reast & François Maon & Adam Lindgreen & Joëlle Vanhamme, 2013. "Legitimacy-Seeking Organizational Strategies in Controversial Industries: A Case Study Analysis and a Bidimensional Model," Journal of Business Ethics, Springer, vol. 118(1), pages 139-153, November.
    10. Monica C. LaBarge & Martin Pyle, 2020. "Staying in “the works of living”: How older adults employ marketplace resources to age successfully," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 742-774, June.
    11. Daisy Bertrand & Pierre-Yves Léo & Jean Philippe, 2019. "The New Go-Between Services: Peer-To-Peer Sharing Platforms In Hospitality Services," Post-Print hal-02299130, HAL.
    12. Sara Belisari & Daniele Binci & Andrea Appolloni, 2020. "E-Procurement Adoption: A Case Study about the Role of Two Italian Advisory Services," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    13. Anup Raj & Andrei Kuznetsov & Thankom Gopinath Arun, 2020. "Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market," JRFM, MDPI, vol. 13(11), pages 1-19, November.
    14. Matthew Walker & Stephen Hills & Bob Heere, 2017. "Evaluating a Socially Responsible Employment Program: Beneficiary Impacts and Stakeholder Perceptions," Journal of Business Ethics, Springer, vol. 143(1), pages 53-70, June.
    15. Moal-Ulvoas, Gaëlle, 2017. "Positive emotions and spirituality in older travelers," Annals of Tourism Research, Elsevier, vol. 66(C), pages 151-158.
    16. Cairns, George & Wright, George & Fairbrother, Peter & Phillips, Richard, 2017. "‘Branching scenarios’ seeking articulated action for regional regeneration – A case study of limited success," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 189-202.
    17. Brunk, Katja H. & Blümelhuber, Christian, 2011. "One strike and you're out: Qualitative insights into the formation of consumers' ethical company or brand perceptions," Journal of Business Research, Elsevier, vol. 64(2), pages 134-141, February.
    18. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    19. Michael James Walsh & Raechel Johns & Naomi F. Dale, 2019. "The social media tourist gaze: social media photography and its disruption at the zoo," Information Technology & Tourism, Springer, vol. 21(3), pages 391-412, September.
    20. Cooper, Holly B. & Ewing, Michael T. & Campbell, Colin & Treen, Emily, 2023. "Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning," Business Horizons, Elsevier, vol. 66(3), pages 405-414.
    21. Schau, Hope Jensen & Dang, Yan Mandy & Zhang, Yulei Gavin, 2017. "Learning to navigate the American retail servicescape: Online forums as consumer acculturation platforms and consumer gift systems," Journal of Business Research, Elsevier, vol. 72(C), pages 178-188.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cog:meanco:v:5:y:2017:i:4:p:6-14. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: António Vieira (email available below). General contact details of provider: https://www.cogitatiopress.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.