'Empires' of Otherness in Tourism Advertising. A Postmodern Approach
'Empires' of Otherness in Tourism Advertising. A Postmodern Approach

Summary/Abstract: In this paper we envisage disscusing tourism as a postmodern manifestation that involves cultural issues projected, in the consumerist society, through media. In the larger context of post-war international relations, we shall see different perceptions of Otherness, understood in terms of exotic destinations locating minor cultures. The peculiarities of tourism also lead us to examine its cultural paradoxes, further depicted in the light of sociolinguistic perspectives of tourism. The question is to determine to what extent has Otherness became an issue of cultural, linguistic and economic reversed relations and what role does media play in shaping identities at the level of the specific promotional language of tourism.

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