Year: 2025
Type: article
Abstract: This study investigates how Korean user-generated content (UGC) on Instagram constructs and communicates urban narratives of Shanghai in a cross-cultural digital context. Moving beyond state-centric communication paradigms, the study explores the bottom-up formation of city image narratives, emphasizing affective resonance, visual aesthetics, and community interaction. Utilizing semantic network analysis and content analysis on over 13,000 Korean-language comments under the hashtag #상해여행, we identify a multi-layered narrative model composed of landmark visualization, experiential storytelling, and emotional co-creation. The research further reveals how grassroots media practices contribute to an algorithm-driven visibility of urban features, ultimately informing the organic transmission of urban and national imagery. Our findings offer a methodological pathway for modeling decentralized city image construction driven by foreign audiences in the social media era.
DOI: 10.54097/xcjjxw94
Author: Yutong Zhang
Institution: Soochow University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415095475
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