Figure A1
Each post includes a collage image with the word Valencia overlaid and photographs of the cathedral exterior, bell tower, interior ceiling and sculpture, followed by standard Instagram icons for like, comment, share and save, the account name, and a caption. The left caption uses a corporate tone of voice, describing the cathedral's consecration in one thousand two hundred and thirty-eight, its Gothic, Romanesque and Baroque elements, the Holy Grail in the Chapel of the Holy Grail, and the climb of two hundred and seven steps to the Miguelete bell tower. The right caption uses a human tone of voice, addressing followers directly, inviting exploration of the cathedral, referencing the Holy Grail and architectural features, and encouraging the climb of two hundred and seven steps to the Miguelete, with emoji symbols included.Extract from the fictitious profile: post examples for tangible cultural heritage dimension (formal ToV on the left; human ToV on the right)