Selling Cities: Exploring online city branding in Tokyo, Athens, and New Orleans.

In the digital age, visual communication has become a vital tool for city branding, with social media platforms like Instagram playing a pivotal role. This study examines how Destination Marketing Organizations (DMOs) in Tokyo, Athens, and New Orleans use Instagram to craft and reinforce their unique city identities. The research investigates the kinds of images and content themes these cities employ to convey their distinct identities for city branding. The main research question guiding this study is about the kinds of images and content themes that are employed on Instagram for Tokyo, Athens, and New Orleans to convey and reinforce their distinct city identities for city branding. A sub-question further explores the ways these cities create an image through their visual communication on Instagram. Using a qualitative research design, the study employs Image Cluster Analysis to systematically examine 600 Instagram posts from the official Instagram city accounts of Tokyo (@TokyoTokyoOldMeetsNew), Athens (@ThisisAthens), and New Orleans (@Visit New Orleans). These posts were analyzed to identify recurring themes, visual elements, and the overall narrative strategies used to promote the cities. The theoretical framework integrates Erving Goffman's impression management theory and John Berger's concept of conceptual interpretation in "Ways of Seeing." Goffman’s theory suggests that cities, like individuals, actively manage their public image through deliberate self-presentation, while Berger’s approach emphasizes that the meaning of images is constructed by viewers based on the historical and cultural contexts of images. The analysis reveals that Tokyo uses a blend of traditional and modern elements, showcasing both its cultural heritage and technological advancements through clusters like "Exhibited Culture" and "Futuristic." Athens emphasizes its historical preservation and dynamic urban life with clusters such as "Snapshots and Relatable Photos" and "Historic Monuments." Finally, New Orleans highlights its rich cultural heritage and vivid community spirit through clusters like "Carnival Celebrations and Parades" and "Colourful Houses." The findings demonstrate that each city strategically creates and publish its Instagram 3 content to manage public perceptions and reinforce its unique identity. Tokyo presents itself as a city where tradition coexists with modernity, Athens as a city deeply rooted in history yet vibrant in modern life, and New Orleans as a culturally rich, festive, and inclusive community. This study underlines the importance of strategic visual communication in city branding and provides insights into how DMOs can effectively use Instagram to enhance their city’s identity and appeal. Future research could expand on these findings by incorporating interactive media formats and comparative analyses across more diverse cultural contexts.