Instagram como red de promoción e hipermediación del turismo rural: el caso de Aldeias Históricas

Xabier Martínez-Rolán; Oksana Tymoshchuk; Teresa  Piñero-Otero; Denis Renó

doi:10.4185/RLCS-2019-1401

Authors

Xabier Martínez-Rolán University of Vigo https://orcid.org/0000-0002-7631-2292
Oksana Tymoshchuk University of Aveiro http://orcid.org/0000-0001-8054-8014
Teresa Piñero-Otero University of da Coruña http://orcid.org/0000-0001-6414-2700
Denis Renó University Estadual Paulista http://orcid.org/0000-0003-0837-4261

DOI:

https://doi.org/10.4185/RLCS-2019-1401

Keywords:

Communication, media ecology, social media, rural tourism, Instagram, hypermediation

Abstract

Changes in the media ecosystem have led to transformations in communication languages, now in
imaginary spaces like Instagram, even strengthening the hypermediation provided by social networks.
The article presents a metric research on the use of the Instragram by the Portuguese initiative Aldeias
Históricas in search of tourism promotion in the region. For the investigation, the InstaBro tool has
been adopted, which offered information for a quantitative analysis, but also a qualitative
interpretation. The results offer information about the importance of hypermediation in rural tourism
promotion processes through digital communication.

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Author Biographies

Xabier Martínez-Rolán, University of Vigo

Doctor Assistant Professor at the Faculty of Social Sciences and Communication of the University of Vigo. Doctor in communication and extraordinary doctorate award. His lines of research focus on the study of virtual communities, use and appropriation of social networks and bad practices, new advertising formats and communicative formulas in new media.

Oksana Tymoshchuk, University of Aveiro

Oksana Tymoshchuk degree in Universal History and Educational Psychology, with a Master's degree in Special Education and a Doctorate in Multimedia in Education from the University of Aveiro (Portugal). Currently, she is a postdoctoral researcher at the University of Aveiro, where she researches the role of networks and mediation in the promotion of community-based territorial innovation.

Teresa Piñero-Otero, University of da Coruña

Teresa Piñeiro-Otero is a doctorate lecturer in the Faculty of Communication Sciences at the University of A Coruña. She took a degree in Advertising and Public Relations and a doctor's degree at the University of Vigo and a master's degree in Social Sciences Research Methodologies at the University of A Coruña.

He has focused his research on new forms of communication in the era of convergence, especially with regard to sound manifestations, transmedia narratives and on and offline communication strategies.

Denis Renó, University Estadual Paulista

Denis Renó is a journalist and photographer. He holds a doctorate in Social Communication from the Methodist University of São Paulo (Brazil), a postdoctoral degree in Journalism from the Complutense University of Madrid (Spain) and a postdoctoral degree in Communication and Arts from the University of Aveiro (Portugal). He is a Associate Professor in the program of journalism at the State University Paulista - UNESP (Brazil), visiting professor at the National University of Rosario (Argentina), Technical University Particular of Loja (Ecuador) and honorary professor at the Complutense University of Madrid (Spain).

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