En bild säger mer än tusen ord: En bildanalys av Visit Umeås Instagramkonto ur ett genus- och destinationsperspektiv.

Sammanfattning: It is important for a destination to be aware of the image that they communicate towards a potential visitor. The way marketing is conducted has been transformed during the last decade through the digital evolution. This study aims to review and analyze the image of the Swedish city Umeå through a combination of visual semiotic analysis and content analysis. The results show that the image that is being projected is not equal to the real destination. It is very well represented as far as equality in relation to gender but not as much when it comes to physical disabilities and skin color. Although it is apparent that they are aware of the gender equality there are still signs of women as more nurturing and men as sportier. For future research it would be interesting to compare the portrayal among different destinations.