A representação de Portugal sob o olhar sul-coreano

: análise visual do hashtag #포르투갈 (poreutugal) no Instagram

Abstract

This research aims to understand the representation of Portugal from the South Korean perspective through the study of posts identified with the hashtag #포르투갈 (poreutugal) on Instagram, published between July 2022 and July 2023. Additionally, we intend to focus on the theme of visual representation in the context of Instagram, as an increasingly fundamental tool in the tourist experience. The visual analysis of these posts forms the basis of this research to uncover if there is a common representative pattern of Portugal among the South Korean audience. The methodology adopted for this work will follow the mixed research method that combines qualitative and quantitative methods for data collection and analysis. This approach aims to delve into the investigation of 614 Instagram posts identified with the hashtag #포르투갈 (poreutugal). In our research, despite the varied representation of Portugal by South Korean tourists, we found common representative elements of the Portuguese country, society, and culture. The spectrum covered by the images published by the South Korean public indicates various elements that represent a society still heavily influenced by tradition, strongly connected to leisure practices, often related to an aging demographic, and a slow and pleasurable pace, associated with a blue color palette.

Date of Award	10 Apr 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Beatriz Puertas Hernandéz (Supervisor) & Sungyoung Lee (Co-Supervisor)