Identity construction in relation to niche events: images of Landsmót in social media.
Abstract In this chapter the concept of identity is discussed in relation to niche events as expressed through images produced and circulated in social media. Since niche events focus on special interests and activities for a limited number of people and attract participants from afar who share this interest, these types of events also influence the identities of the places that are represented in relation to them. By circulating images online - the people, attractions, landscapes and cultural practices of places connected to specific hashtags on social media - places are co-constructed and materialized in the minds of visitors, businesses and other stakeholders in an ongoing flow of communication. The study shows that social media posts related to Landsmót (the National Championship of the Icelandic horse) represent both the event and Iceland as a destination by stressing national pride and an Icelandic identity strongly connected to the rural landscape, to outdoor activities, to harsh nature and to skilled, strong and independent men and women who create their identities in relation to their horses.