ABSTRACT
Social media are nowadays fully integrated into social life, enabling peopel to not only develop novel ways to organize their social life but also to make social interaction available in a multimodal way, that is, through the combination of language, images, and videos. This chapter focuses on the case of Mykonos, its brand formulation is constructed, inter alia, in a bottom-up way by social media users, who have either visited the island or they aspire to visit it in the future. Mykonos belongs to the Aegean Sea island complex of Cyclades, and it is considered one of the most cosmopolitan Greek islands. Every summer, it hosts a number of celebrities from all over the world. Linguistic posts contain only use of language, while visual ones may contain either images and videos only or a combination of images and videos with language.
