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Abstract
This paper provides an observational and introductory semiotic analysis of the sharing of recorded images through Google Earth to provide a benchmark against conventional imagery, based upon a theoretical discourse, and to question the changing nature of image recording and sharing and of the consequential constructions of a place that occur. It gives consideration to the complex sociological relationships between new technologies and the ability to now view destinations online, with photos, street views and a myriad range of information sources. Many photos are shared by tourists, and many by local people, and there are contested constructs of the destination image as a result.