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Erschienen in:
Serious Games at the Service of Cultural Heritage and Tourism Kapitel lesen Erstes Kapitel lesen

2017 | OriginalPaper | Buchkapitel

A Hashtag Campaign: A Critical Tool to Transmedia Storytelling Within a Digital Strategy and Its Legal Informatics Issues. A Case Study

verfasst von : Anna Paola Paiano, Giuseppina Passiante, Lara Valente, Marco Mancarella

Erschienen in: Tourism, Culture and Heritage in a Smart Economy

Verlag: Springer International Publishing

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Abstract

This paper dwells upon transmedia storytelling as a cutting-edge tourist-oriented approach to promote a territory in a smart perspective with a focus on the power of a hashtag campaign within a pilot Instagram tour occurred in 2015. Starting from the belief that involvement, participation and sharing are useful key to most industries and sectors, and especially to tourism, we study in-depth Salentoupndown case, as a successful example of 2.0 initiative in terms of creating new models for public engagement, visitor meaning-making (i.e. travel generated content) through the application of the “legal informatics by design and by default” logic, on the assumption that no digital solution today can be conceived without assessing it as by law enacted. Data collection and analysis show how Salentoupndown becomes, in terms of reach, exposure and engagement through the social media channels, a viral tourism web-based event. By integrating the conceptual discussion on the adoption of technology-based innovations in the tourism sector with a 2.0 tourist-oriented empirical experience, the study provides useful insights on the practical implementation of future location-based transmedia storytelling projects.

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Vorheriges Kapitel Digital Integration of the European Street Art: Tourism, Identity and Scientific Opportunities
Nächstes Kapitel Museums + Instagram
Fußnoten
1
Machine to machine refers to direct communication between devices using any communications channel, including wired and wireless. In modern times the communication is often via the Internet of Things (IoT). Widespread adoption of Internet Protocol Version 6 (IPv6), with its extremely large address space, is necessary to accommodate all of the sensors and machine-readable identifiers that Internet of Things will require. The term M2M is evolving. In fact, if, originally, it was accomplished by having a remote network of machines relay information back to a central hub for analysis, which would then be rerouted into a system like a personal computer, recently, M2M communication has changed into a system of networks that transmits data to personal appliances. The expansion of IP networks around the world has made machine to machine communication quicker and easier while using less power. These networks also allow new business opportunities for consumers and suppliers. Cit.: https://​en.​wikipedia.​org/​wiki/​Machine_​to_​machine.
 
2
The network theory, or Social Network Analysis (SNA) is a methodology for the analysis of social relations that arises with Jacob L. Moreno. The American psychiatrist and founder of sociometry (the science that analyzes human behavior), establishes a new systemic approach of social psychiatry. The SNA is based on the idea that society is composed of a series of more or less complex relations, networks, as well. Nowadays, it is applicable in different social sciences, such as sociology, anthropology, psychology and economics, as well as in management. In addition, it was advantageously used in the study of various phenomena, such as: international trade, the spread of information, the study of institutions as well as the functioning of organizations. Recently, SNA has been applied to physics, biochemistry, genetics and in computer science. https://​it.​wikipedia.​org/​wiki/​Analisi_​delle_​reti_​sociali.
 
3
Including the notion that the content itself is accessible on more devices, thus, increasing the potential as well as the message distribution channels.
 
4
The definition as well as the term Web 2.0 was born in 2004, during a brainstorming session between O'Reilly and MediaLive International Radar. Thus was born the Web 2.0 Conference, in order to analyze the development and web trends along with new business opportunities in the industry.
 
6
Internet redefines the social dynamics, proposing a tribal order in which the sharing of ideas and values ​​gives each individual an active role in any context of daily life. The shift from a passive user to the user-generated content, and then from the top-down innovation to the bottom-up one, from static website to semantic web determines the birth of the New Web, a neologism coined by Seth Godin to designate innovation paradigms of communication.
 
8
Digital channels provide forums for travelers to discuss the places they have experienced, by uploading photos and videos which guarantee a genuine creation of communities of interests emphasizing local events, and encouraging electronic word of mouth (eWOM) recommendations.
 
12
A process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story (Jenkins 2011).
 
13
He is tech savvy applied to the narrative. During his career he has contributed to the creation of fantastic worlds of Avatar, Pirates of the Caribbean or the Halo videogame.
 
14
The film industry is among the first application areas of transmedia storytelling, which, to date, is the field that has achieved the most impressive results. Some popular examples of transmedia storytelling generated differentiated industrial productions (including films and video games) in famous cases such as Star Wars, Indiana Jones, Harry Potter, Matrix, Avatar, etc.
 
17
Recent studies have analyzed in detail the role played by the three aspects of intellectual capital ( human, structural/ organizational and relational), evaluating their performance in terms of knowledge transfer in the context of cooperation where a crucial role is played appearance relational, on which companies should leverage as much with their partners as with their partners, to mobilize their human and organizational capital, and reach, as well, the best result in terms of cognitive transfer. In other words, the quantity and quality of relational capital active in intra-, inter- and extra-company relationships affect the extent of absorption of knowledge of the company.
 
21
Which have now surpassed the concept of mediums aimed at an audience of teenagers in order to procure only fun, often through technical and aggression strategies.
 
24
1. Description of the city with its districts and community; 2. Ecosystem of innovation: Which is the process of learning to face the city problems; 3. Digital space and intelligent environment: web 2.0, crowdsourcing, social media, mobile app useful to support Phase 1 and 2; 4 Strategy: Integration of points 1, 2 and 3 to find intelligent solutions; 5. Applications and solutions for the city; 6. Business models for the production of new sustainable services; 7. Measurement of results. (Ibidem)
 
32
Social Media Reporters able to tell, through mobile photography, memories and emotions through their shots.
 
33
Coordinated by Giuseppina Passiante (Professor at University of Salento) and funded by the Ministry of Education, with the participation of two research fellows from the team.
 
34
The short video (about 4 min) is available on the dedicated YouTube channel https://​www.​youtube.​com/​watch?​v=​dt4TxWZxnY4. The long video version (about 20 min) has been selected as a special event of the XVII edition of the European Film Festival —April 19, 2016. A debate on “Telling a destination between cinema and social networks” will follow.
 
35
Participatory Action Research (PAR) itself has emerged in recent years as a significant methodology for intervention, development and change within communities and groups. It is now promoted and implemented by many international development agencies and university programs, as well as countless local community organisations around the world. Essentially, Participatory Action Research involves all relevant parties in actively examining together current action (which they experience as problematic) in order to change and improve it. They do this by critically reflecting on the historical, political, cultural, economic, geographic and other contexts which make sense of it. Instead it tries to be a genuinely democratic or non-coercive process whereby those to be helped determine the purposes and outcomes of their own inquiry (Wadsworth 1998). The essential difference between traditional linear research methodologies and participatory action research is its cyclical nature: ‘starting’ with reflection on action, and proceeding round to new action, which is then further researched. Cit. http://​sustain.​pata.​org/​wp-content/​uploads/​2015/​02/​100025-Learning-Markets-WEB.​pdf, p.8.
 
36
Kurt Lewin first coined the term ‘action research’ in 1946 defining it as ‘a comparative research on the conditions and effects of various forms of social action and research leading to social action’ that uses ‘a spiral of steps, each of which is composed of a circle of planning, action, and fact-finding about the result of the action’ (Lewin 1946).
 
37
The Viralic group developed metriZ®, on-demand service that allows users to obtain, at the end of an online/offline initiative, based on one or more hashtags, the following metrics:
• Reach: potential scope of users reached by post with the hashtag analyzed.
• Engagement: total amount of likes and comments generated by Instagram users involved in the analyzed hashtag.
• Impression: potential number of views reached by post bearing the analyzed hashtag.
• Contributors: number of users involved by the initiative.
• Average: Total posts made with the analyzed hashtag.
• TOP Contributors: Users’ rankings (with the highest number of published posts, the most like and the largest number of comments left on posts containing the analyzed hashtag).
 
38
Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic (“Get the Power of Google Analytics: Now available in Standard or Premium, whatever your needs are Google Analytics can help”. Retrieved 2012-04-08). Integrated with AdWords, users can now review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. (How do Goals work in Analytics and Adwords?, Cerebro Marketing, retrieved February 17, 2016).
 
39
Except for the remaining no. 54# used during the tour, nor even by searching for individual profiles hosted Instagramers who sometimes did not use the official #.
 
41
The “privacy by design and privacy by default” is one of main new principles introduced by the EU Commission in the proposal of the new legal framework for the protection of personal data. These principles represent the conceptual evolution of privacy since they explicate the inclusion of privacy into the design of the business processes and IT applications support, in order to include all the necessary security requirements at the initial implementation stages of such developments (privacy by design), or rather put in place mechanisms to ensure that only personal information needed for each specific purpose are processed “by default” (privacy by default)(http://​europrivacy.​info/​2015/​06/​09/​privacy-design-privacy-default/​—Retrived April 25, 2016).
 
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Metadaten
Titel
A Hashtag Campaign: A Critical Tool to Transmedia Storytelling Within a Digital Strategy and Its Legal Informatics Issues. A Case Study
verfasst von
Anna Paola Paiano
Giuseppina Passiante
Lara Valente
Marco Mancarella
Copyright-Jahr
2017
Buch
Tourism, Culture and Heritage in a Smart Economy

Print ISBN: 978-3-319-47731-2

Electronic ISBN: 978-3-319-47732-9

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-47732-9_4

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