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Through Technologies of Communication and New Media Practices: [Un]aesthetics, [Un]mensch ...
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Through Technologies of Communication and New Media Practices: [Un]aesthetics, [Un]mensch ...
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Vedantic Basis and Praxis of the Integral Advaita of Sri Aurobindo
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In: Monsoon: South Asian Studies Association Journal (2022)
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Tusha Hiti: The Origin and Significance of the Name
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In: Monsoon: South Asian Studies Association Journal (2022)
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Diversity, Equity, and Inclusion: Perspectives from Contemporary India and 6th Century Jain Yoga
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In: Monsoon: South Asian Studies Association Journal (2022)
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Ganges in Indian Sculpture and Literature: Mythology and Personification
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In: Monsoon: South Asian Studies Association Journal (2022)
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Digital and Spatial Humanities Mapping: Eurasia-Pacific Early Trade and Belief Linkages
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In: Monsoon: South Asian Studies Association Journal (2022)
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The “Social” in Social VR: A Linguistic Analysis of Verbal Behavior in Groups ...
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Communication and Feminist New Materialism: Methodologies to understand the continuum between matter and discourse
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In: FZG - Freiburger Zeitschrift für GeschlechterStudien ; 24 ; 1 ; 55-70 ; Der Ort des Politischen in den Critical Feminist Materialisms (2022)
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| 10 |
Tracing the Legitimacy of Artificial Intelligence – A Media Analysis, 1980-2020
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| 11 |
The Logic of "Social Enterprise": The Big Issue Organization and New Labour Policy at the Millennial Juncture
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In: CLCWeb: Comparative Literature and Culture (2022)
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Can high school students check the veracity of information about COVID-19? A case study on critical media literacy in Brazilian ESL classes
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In: Journal of Media Literacy Education (2022)
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Russia-My History: The Amazing Transformations of a History Exhibit in Post-Crimean Russia
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In: Doctoral Dissertations (2022)
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| 14 |
Branding the Digital Nomad Lifestyle - A Genre Analysis of Coworking Retreat Websites
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Abstract:
The concept of digital nomads – professionals who are able to use digital communication technologies to simultaneously earn an income while travelling the world – has become increasingly popular in the recent years due to news and social media coverage. Often portrayed as an everlasting vacation to exotic locations (Sutherland & Hossein-Jarrahi, 2017), the growing demand for this alternative lifestyle has motivated the emergence of new businesses such as coworking retreats. These retreats arrange work and travel opportunities for groups of digital nomads offering them opportunities to connect with a like-minded community. However, in advertising their services through website homepages, the coworking retreats appear to have appropriated the digital nomad concept and rebranded it for their own commercial purposes. This study identifies the ways in which the digital nomad lifestyle has been capitalised by examining coworking retreat homepages as a novel genre. It seeks to understand how the branding of this particular lifestyle is socially constructed by drawing on theories of social constructionism, social identity, genre, and multimodality. The design of this study involves a multimodal genre analysis of the 45 most popular coworking retreat homepages. Through a mixed methods approach, I investigate the rhetorical structure, linguistic, and visual design elements that are employed on these homepages. The key findings of this study show that a range of discursive strategies on these homepages construct an idealised and romanticised narrative of digital nomads, which become a key selling point to attract customers. I argue that coworking retreats have taken advantage of the original digital nomad concept, reshaped and promoted it as a more superficial and glamorous lifestyle for their own commercial gain. The homepage narratives identified in this study depict digital nomads as an elite group of Western individuals who lead privileged and socially exclusive lifestyles. This study concludes by suggesting that the original digital nomads are fast becoming an ‘endangered species’ through the commercialisation of their lifestyles by coworking retreats. As a consequence, a social identity divide appears to be forming within the wider digital nomad community, as to who is an authentic digital nomad and who is not.
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Keyword:
Branding; Digital nomad; Genre analysis; New media
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URL: http://hdl.handle.net/10292/13990
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| 15 |
Predicting First Dates from Language Style Matching in Online Dating Messages ...
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Reaction and Reply: Effects of Interactive Features on Policy Discussion ...
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Predicting emotional links between genre, plot, and reader response ...
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Screening language acquisition skills in a mediated childhood
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In: Research outputs 2014 to 2021 (2021)
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ТРАДИЦИОННЫЕ СМИ: ГОРИЗОНТЫ РАЗВИТИЯ В ЭПОХУ НОВЫХ МЕДИА ... : TRADITIONAL MEDIA: HORIZONS OF DEVELOPMENT IN THE ERA OF NEW MEDIA ...
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Чжан Юньшэн. - : Мир науки, культуры, образования, 2021
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