10.1079/9781789248753.0011

Considering the cultural relevance of ICH and its meanings for communities, and the fact that it is increasingly becoming an asset of destinations in promoting tourism, the use of ICH in social networks must be put in the spotlight to identify best practices of transmitting the meanings of ICH through social networks. An analysis of the use of ICH in the context of social networks will also illuminate which particular tourist image is being transmitted by the various agents and stakeholders that interact with social networks. In this vein, this chapter will present a case study based on the Fete de l'Ours, a celebration performed in three rural villages in the south of France, looking at how it is explained within a particular social network, namely, Instagram. In this way, the case study will aim to: (i) identify the elements of the festivity that are highlighted by locals and visitors in their Fete de l'Ours account on Instagram; and (ii) analyse how locals, visitors and stakeholders explain and share the experience of the festival.