TY - JOUR AU - Díaz Rodríguez, Pablo AU - Santana Talavera, Agustín AU - Rodríguez Darias, Alberto Jonay PY - 2016/12/01 Y2 - 2024/03/28 TI - Image on Internet as a Strategy of Rejuvenation: Virtual Expectations JF - Quaderns de l'Institut Català d'Antropologia JA - Quaderns ICA VL - IS - 32 SE - ARTICLES DO - UR - https://publicacions.antropologia.cat/quaderns/article/view/144 SP - 169-193 AB - <p>Fuerteventura (Canary Isles, Spain) has historically&nbsp; been&nbsp; characterized&nbsp; as&nbsp; a&nbsp; tour-ist&nbsp; destination&nbsp; with&nbsp; a&nbsp; consolidated&nbsp; ‘sun,&nbsp; sand and sea’ image. Recent studies reveal the existence of important socio-environ-mental saturation symptoms that warn of the need for a change of course. The tour-ism sector is currently trying to promote the&nbsp; idealization&nbsp; of&nbsp; new&nbsp; visitors&nbsp; through&nbsp; renovation&nbsp; strategies&nbsp; of&nbsp; its&nbsp; projected&nbsp; im-age. These images are revealed as an important cultural mediation mechanism that influences the conformation of power&nbsp; structures.&nbsp; This&nbsp; article&nbsp; examines&nbsp; the&nbsp; processes&nbsp; of&nbsp; resignification&nbsp; that&nbsp; involves&nbsp; the&nbsp; creation&nbsp; of&nbsp; these&nbsp; images.&nbsp; Therefore, quantitative and qualitative techniques are combined in the analysis of the con-tents, strategic codes and ideological nar-ratives &nbsp;present&nbsp; in&nbsp; the&nbsp; discourses&nbsp; of&nbsp; the&nbsp; most&nbsp; visited&nbsp; websites&nbsp; of&nbsp; Administration,&nbsp; enterprises&nbsp; and&nbsp; tourists&nbsp; from&nbsp; its&nbsp; main&nbsp; tourism&nbsp; source&nbsp; markets.&nbsp; The&nbsp; projection&nbsp; of&nbsp; four&nbsp; underlying&nbsp; cultural&nbsp; images&nbsp; is&nbsp; re-vealed: i)&nbsp; paradise&nbsp; place;&nbsp; ii) &nbsp;remote&nbsp; des-tination; iii)&nbsp; primitivism;&nbsp; iv)&nbsp; traditionalism,&nbsp; all&nbsp; of&nbsp; which&nbsp; would&nbsp; be&nbsp; framed&nbsp; in&nbsp; turn in the projection of an overall image of Fuerteventura as an ideal coastal desti-nation. These images contain ideological discourses&nbsp; that&nbsp; seek&nbsp; to&nbsp; transform&nbsp; certain&nbsp; resources&nbsp;&nbsp; into&nbsp;&nbsp; cultural&nbsp;&nbsp; merchandising,&nbsp;&nbsp; covering&nbsp; in&nbsp; them&nbsp; dynamics&nbsp; of&nbsp; cultural&nbsp; identification&nbsp; which&nbsp; can&nbsp; generate&nbsp; effects&nbsp; on self images of local populations.</p> ER -