This volume has considered the textual weaving of Italy as a tourist destination by contemporary British brochures. The language of tourism has been discussed mainly in the realization of the interpersonal metafunction, meant to turn readers into travellers. As a discourse informed and consumed by the British gaze, Italy goes beyond political or geographical borders, the environmental or artistic scenario. Deeply rooted in oversimplifications and stereotypes, it is a de-differentiated semiotic system, whose textual dynamics criss-cross and finally reduplicate other plots. Two main tourist discursive models have been identified: post-tourism and anti-tourism. Based on the overt display of the tourist identity, post-tourism texts try to ‘spoil’ the reader, treat him/her as a child, locate him/her at the centre of the textual space. Relying on a traveller-tourist opposition, anti-tourism texts address the reader as a curious, active, adventurous traveller. These apparently different narratives of tourism offer pre-packaged stories, embedded in recurring plots and articulated through formulaic linguistic expressions. Personal pronouns, possessive adjectives, imperative and interrogative forms, modal verbs are subtly interwoven to achieve homologation and control. Acknowledging this ideological potential tourism texts have, the development of a linguistic and textual awareness becomes necessary in order to critically question such promotional discursive practices.
English for tourism promotion: Italy in British tourism texts / Francesconi, Sabrina. - STAMPA. - (2007).
English for tourism promotion: Italy in British tourism texts
Francesconi, Sabrina
2007-01-01
Abstract
This volume has considered the textual weaving of Italy as a tourist destination by contemporary British brochures. The language of tourism has been discussed mainly in the realization of the interpersonal metafunction, meant to turn readers into travellers. As a discourse informed and consumed by the British gaze, Italy goes beyond political or geographical borders, the environmental or artistic scenario. Deeply rooted in oversimplifications and stereotypes, it is a de-differentiated semiotic system, whose textual dynamics criss-cross and finally reduplicate other plots. Two main tourist discursive models have been identified: post-tourism and anti-tourism. Based on the overt display of the tourist identity, post-tourism texts try to ‘spoil’ the reader, treat him/her as a child, locate him/her at the centre of the textual space. Relying on a traveller-tourist opposition, anti-tourism texts address the reader as a curious, active, adventurous traveller. These apparently different narratives of tourism offer pre-packaged stories, embedded in recurring plots and articulated through formulaic linguistic expressions. Personal pronouns, possessive adjectives, imperative and interrogative forms, modal verbs are subtly interwoven to achieve homologation and control. Acknowledging this ideological potential tourism texts have, the development of a linguistic and textual awareness becomes necessary in order to critically question such promotional discursive practices.File | Dimensione | Formato | |
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Francesconi promotion_Parte1.pdf
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