As representações da cidade de Juiz de Fora na rede social Instagram: um estudo a partir das hashtags #visitejuizdefora, #eucurtojf #jfquerida

Abstract

This study seeks to identify the representations of the city of Juiz de Fora – MG on the social network Instagram, through the analysis of the hashtags, #visitejuizdefora, #eucurtojf and #jfquerida. To this end, posts on this platform were analyzed to check how the city is represented, and whether this representation can, in any way, contribute or harm the city's image as a tourist destination. As a methodology, we opted for a qualitative, exploratory approach, with a bibliographical review and collection of primary data related to posts in these hashtags. Subsequently, these data were processed using the Iramuteq software. It was concluded that such hashtags are important for the representation of the city by highlighting various places of commerce, culture and leisure, but their reach is still very small, for a city the size of Juiz de Fora, which offers many events, and hosts many visitors from neighboring cities. The representations of the city identified refer, moreover, to the streets of the city center, where there is a supply of commerce and services; and less about cultural and leisure spaces.