Scrolling Sicily

The second season of The White Lotus presents a representation of the Sicilian landscape linked to luxury and privilege. Thus, while the series offers an ironic critique of tourism, it also reinforces a glamorous image of Sicily. This article explores how social media, in particular TikTok, contributes to the projection of this image. Through digital ethnography and semiotic analysis, it examines how user-generated content related to The White Lotus reproduces, subverts or reinterprets the projected representations of the series. The results show how TikTok posts emphasise locations, stereotypes and narrative motifs specific to the series. Thus, an audiovisual production and social media can influence a destination's tourism dynamics, making it necessary to monitor user-generated content to identify emerging tourism trends.