Intentional dialogicity and co-creation of persuasion between promoters and tourists in Instagram
DOI:
https://doi.org/10.14672/2.2023.2313Keywords:
intentional dialogicity, persuasive co-creation, digital promotion, interpersonal emojisAbstract
There is a type of dialogicity on websites and social networks that incorporates the voice of the tourist and brings promotion closer to consumers. A kind of polyphonic scaffolding is thus construed where tourism values are negotiated, and where tourists persuade other tourists. This dialogicity includes multimodal elements that produce an interpersonal discourse made of words and exclamation marks, images, videos and emojis. Here we analyse dialogicity on Instagram in English and Spanish across 200 conversational threads in order to unveil pragmatic-discursive differences and suggest interpretations. Special emphasis is placed on the analysis of emojis, with social, generic and metadiscursive implications.
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