The results suggest that the photos which were categorized into “text” took the largest share. In addition, we examined how the photo features were related to public response, which was manifested via engagement and comment sentiment. This research analyzed Instagram photos with antivaccination hashtags as an example of hashtag activism through photos.
Moreover, hashtag activism in photo form has been relatively understudied. Hashtags, which make it easy to find and express support for posts of interest, have been widely used for online activism, although they have been criticized for fostering confirmation bias. Hashtags, which manifest thoughts and feelings clearly and concisely, originated on Twitter, where the length of a post is limited their use, however, has expanded into other social media services, including Instagram. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube.Ī dramatic increase has been registered in the number of social media posts in photo form as well as in hashtag activism.
It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). The authors focus on such topics as: (1) social media as a way of creating and distributing media products (2) social media as a way of commercialising the content (3) social media as carriers of marketing communication (including self-promotion). This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. The findings addressed the functions of physical attributes in sustaining the historical and authentic values of traditional shopping streets. The posts’ preferences confirmed the significance of traditional shopping streets as a place of attraction and identity. This study captured the sense of traditional places based on the people’s identifications that were shared on social media platforms.
The awareness of the traditional shopping street as a place of character, especially from social media users, is able to create local values that lead to place imageability and promote national tourism.
The findings would benefit the urban preservation initiatives so that the sense of place as authentic tourism destinations can be secured. It is then followed by the quantitative analysis to determine the frequencies of visual and narrative representations of physical attributes defining the sense of place.įive visual and narrative categories, namely architectural style, store design, special focal points, and the varieties of products and services that represent the physical attributes of shopping streets, were investigated. The Instagram Application Programming Interface (API) was used to extract data from Instagram posts. This study adopted a direct content analysis using visual images of 400 posts of Indonesian and Malaysian respondents. This study aims to capture a sense of place by analysing the physical attributes of the traditional shopping streets located in Indonesia and Malaysia through Instagram posts.