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Natural disaster on Instagram: examining representations of the 20182019 Tasmanian fires


Blackwood, G and Hardy, A and Dodd, W and Ooi, CS and Williams, K, Natural disaster on Instagram: examining representations of the 2018-2019 Tasmanian fires, Annals of Tourism Research Empirical Insights, 4, (1) pp. 1-8. ISSN 2666-9579 (2022) [Refereed Article]

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Copyright Statement

2022 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (

DOI: doi:10.1016/j.annale.2022.100082


This paper performs analysis of Instagram posts for the 20182019 Tasmanian wildfires to identify the key ways that locations were visually and textually represented. It identifies key themes and it looks at visual and photographic forms and genres typical of the survey. The findings add complexity to known ideas about mass media representations of natural disaster: whereas visual depictions of disaster are generally considered to represent trauma and suffering, Instagram representations may frame these events as more positive or aesthetically "beautiful". Thus, the paper provides an important contribution to the literature on media and natural disaster, understanding ways that general users may be able to connect and alter existing media narratives, which offers insights for destination managers and tourist organisations.

Item Details

Item Type:Refereed Article
Keywords:social media, bushfires, destination marketing, Instagram, natural disaster and tourism, environmental communication, wildfires and tourism, disaster management
Research Division:Commerce, Management, Tourism and Services
Research Group:Tourism
Research Field:Tourist behaviour and visitor experience
Objective Division:Commercial Services and Tourism
Objective Group:Tourism services
Objective Field:Socio-cultural issues in tourism
UTAS Author:Blackwood, G (Dr Gemma Blackwood)
UTAS Author:Hardy, A (Associate Professor Anne Hardy)
UTAS Author:Dodd, W (Mr Bill Dodd)
UTAS Author:Ooi, CS (Professor Can Seng Ooi)
UTAS Author:Williams, K (Dr Kathleen Williams)
ID Code:154537
Year Published:2022
Deposited By:Media
Deposited On:2022-12-12
Last Modified:2023-01-16
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