From Farm to Table
Measuring Host Communities’ Relationship with the Plant World in Instagram Tourism Reels
Abstract
Regenerative tourism claims to move beyond sustainability by restoring ecosystems and communities, but whether its communication enacts that claim has not been measured. The article annotates ten Instagram reels and captions from five regenerative, sustainable and neoliberal accounts, across 34 nodes and 261 values, yielding 1,737 multimodal and 565 linguistic annotations. Regenerative reels foreground producers, production settings and food as living matter; neoliberal reels foreground tourists, dining and prepared food and show no producers, a pattern the sustainable account shares. Where the corpora do not differ is in grammatical agency.
Submitted: Aug. 3, 2026 | Accepted: Aug. 6, 2026 | Published Oct. 22, 2026 | Language: en
Keywords Food Discourse • Regenerative Tourism • Multimodal Fine-Grained Annotation • Ecolinguistics • Instagram Reels • Systemic Functional Linguistics
Copyright © 2026 Elena Mattei. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.
Permalink http://doi.org/10.30687/AnnOc/2499-1562/2026/16/005