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Dubai - störst, högst och lyxigast? -En multimodal kritisk diskursanalys av Dubais officiella turismkonto på Instagram
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to gain a greater understanding of how companies use the social

media platform Instagram to represent and promote a place. More precisely, it is of interest to

analyze the media production of luxury tourism and how communication tools are applied in

order to affect the consumers’ perceptions and increase tourism. In this study we examine the

city Dubai’s official tourism account Visit Dubai on Instagram. We focus our research on how

the social actors are represented in both image and text, but also the environments in which

they are located. In order to investigate how the marketing company Visit Dubai uses

semiotic tools to portray its city as a luxury city, we apply a multimodal critical discourse

analysis (MCDA). The theoretical framework is therefore based on research regarding social

semiotics and place branding. To achieve the aim of the study, the following questions are

formulated: In what ways are social actors and the environments in which they are visually

represented? In what ways are social actors and the environments they are placed

represented linguistically? In what ways are visual and linguistic resources combined to

create performances of Dubai as a tourist destination in the material? What discourses are

articulated in Visit Dubai´s material and which relevant discourses are excluded? The result

of the analysis shows that all 18 images examined can be related to either luxury, power or

status. It is clear that Visit Dubai via their Instagram account, encourages and reinforces the

need to achieve high social status, financial status and also to promote luxury consumption.

Place, publisher, year, edition, pages
2019. , p. 48
Keywords [en]
Multimodal critical discourse analysis, social semiotics, Instagram, social actors
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-75148OAI: oai:DiVA.org:oru-75148DiVA, id: diva2:1338006
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2019-07-18 Created: 2019-07-18 Last updated: 2019-07-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf