#LoveGreatBritain. A Case Study of VisitBritain's Narrative Construction on Instagram
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2017-02-07
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en
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VisitBritain is one of the many tourism bureaus that use Instagram as a promotional tool and use content that has originally been posted by visitors of the destination. By using hashtags, Instagram users get the opportunity to be regrammed by VisitBritain. This thesis examines the narrative VisitBritain constructs of Great Britain on its Instagram account @lovegreatbritain and how this narrative is constructed. It draws from various theories on tourism, photography, and tourists including Urry's concept of the tourist gaze; and notions of the romantic gaze, tourist versus traveler, and nostalgia. The analysis includes photos, hashtags, and captions. The recent Brexit referendum and the fact that Great Britain consists of three countries are also taken into account. Ultimately, VisitBritain constructs Great Britain as a destination that offers an escape from present-day lives and as an escape from mass tourism. By doing so, VisitBritain constructs an identity for the visitor as well.
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