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dc.contributor.advisorBoivin, Nettie
dc.contributor.authorMiao, Yuanke
dc.date.accessioned2022-06-03T10:40:01Z
dc.date.available2022-06-03T10:40:01Z
dc.date.issued2022
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/81459
dc.description.abstractThis study analysed the tourism-oriented place branding videos of a state- controlled Tibetan celebrity published via social media. The analysis applied multimodal discourse analysis as the methodological tool to examine the features and settings to discursively construct Tibetan culture on popular digital media. Then this study connected them to explain how the video producers balance the traditional elements and practices with modern identities. The data set consisted of two official tourism promotional videos and five vlogs of Ding Zhen (丁真) from Bilibili and TikTok. The multimodal analysis focused on several modes (clothing, objects, activities layout, sound effects, and visual effects) in three different settings; the natural environment, modern city, and Ding Zhen’s hometown. The study found that Tibetan traditional elements were strongly associated with the natural environment and hometown setting in official tourism promotional videos, while modern features were emphasized in vlogs. Both Tibetan traditional identity and modern Chinese identity were highlighted in Ding Zhen’s videos. However, some stereotypes like the masculinity of Tibetan men were reinforced by modern activities, while the religious part was weakened and hidden.en
dc.format.extent51
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.subject.othercommodification of culture
dc.subject.otherplace branding
dc.subject.othermultimodal discourse analysis
dc.titleCommodification of Tibetan culture by socially mediated place branding
dc.identifier.urnURN:NBN:fi:jyu-202206033077
dc.type.ontasotPro gradu -tutkielmafi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaHumanistis-yhteiskuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Humanities and Social Sciencesen
dc.contributor.laitosKieli- ja viestintätieteiden laitosfi
dc.contributor.laitosDepartment of Language and Communication Studiesen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineIntercultural Communication (maisteriohjelma)fi
dc.contributor.oppiaineMaster's Degree Programme in Intercultural Communicationen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.type.publicationmasterThesis
dc.contributor.oppiainekoodi3134
dc.subject.ysotuotteistus
dc.subject.ysobrändäys
dc.subject.ysokulttuuri
dc.subject.ysososiaalinen media
dc.subject.ysomatkailu
dc.subject.ysoproductisation
dc.subject.ysobranding
dc.subject.ysoculture
dc.subject.ysosocial media
dc.subject.ysotourism
dc.format.contentfulltext
dc.type.okmG2


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