vsco: a millennial's virtual gallery usability research proposal
TRANSCRIPT
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VSCO: A Millennial’s
Virtual Gallery
Julie Press | Communication Research Methods
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What’s VSCO?
Visual Supply Company or VSCO-rhymes with disco
Start to finish photography software-Similar to Instagram but more of an online art gallery
Both online and mobile platforms-Free mobile application accessible to anyone -Can export images to Instagram, Facebook or Twitter
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What’s a Destination Marketing
Organization?
Destination marketing organizations (DMOs) are “organizations charged with representing a specific destination and helping the long-term development of communities through a travel and tourism strategy.”
“For visitors, DMOs are like a key to the city. As an unbiased resource, they can serve as a broker or an official point of contact for convention, business and leisure travelers.”
Retrived from: destinationmarketing.org
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Millennials: Connected Travelers
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VSCO Users Export
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#travel#vscocam
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Roadmap: Destination VSCO
First- examine travel photography and social media studies
Second- network and content analysis
Third- data collection
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Previous Studies
Travel Photography Shane Tilton, Crandall & Snavely
User Generated Content and Millennial TravelersStankov Jovanovic & Dragicevic, Kim & Kim
Social Media Effects on Tourism IndustryPopesku
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Methods
Network AnalysisAlgorithm that fetches images in VSCO Cam
hashtag library via Instagram
Content AnalysisDefining image characteristics based on
composition, use of filter, subject, and hashtag pairing
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Research Questions
What scenery or landscape motivates VSCO Cam users to photograph and post during their travels?
What are the characteristics of photographs paired with the hashtag #vsco and a destination name?
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Data
Preliminary Findings
Sample Population: Top posts on Aug. 10 under #vscocam in Instagram. Note: This is peak tourist season for most countries
5 out of 9 photos were destinations paired with #vscocam and a travel related tag.2 out of 5 destination images were of cityscapes and
2 out of the 5 were taken in the United States.
One image contained a human subject.Images were well composed and filters made images feel more authentic.
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Conclusion
Limitations-Network Analysis may be difficult to conduct due to resources
Future Research-Ethnography of VSCO Cam travelers
-Has VSCO redefined photography mobile photography?
- Comparative analysis of a destination marketing org Instagram versus vscocam hashtag library of location
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Final Thoughts
Because millennials grew up in the digital era where technology has become so involved, we
incorporate it into our experienced to document our story through a mediated context.
We must understand how we interact with these applications in order to create better user
experiences.