Figure A2
Each includes a collage image with the word Valencia overlaid and photographs of festival sculptures and city landmarks, followed by standard Instagram icons and a caption. The left caption adopts a corporate tone of voice, describing Las Fallas as a traditional festival in honour of Saint Joseph, held annually from March fifteen to March nineteen, recognised as a United Nations Educational, Scientific and Cultural Organisation World Heritage Site in two thousand and sixteen, and explaining the creation and burning of ninots on March nineteen. The right caption adopts a human tone of voice, directly addressing readers, inviting them to experience fireworks, sculptures and celebrations, explaining that one ninot is saved by public vote, and describing parades, music and neighbourhood pride, with emoji symbols included.Extract from the fictitious profile: post examples for intangible cultural heritage dimension (formal ToV on the left; human ToV on the right)