THE CULTURE OF SELF-EXPLORING. DISCOURSE REPRESENTATIONS  OF A GLOBALIZED VOYAGE
THROUGH SIGNS IN TOURISM ADVERTISING Cover Image

THE CULTURE OF SELF-EXPLORING. DISCOURSE REPRESENTATIONS OF A GLOBALIZED VOYAGE THROUGH SIGNS IN TOURISM ADVERTISING
THE CULTURE OF SELF-EXPLORING. DISCOURSE REPRESENTATIONS OF A GLOBALIZED VOYAGE THROUGH SIGNS IN TOURISM ADVERTISING

Author(s): Ana Crăciunescu
Subject(s): Language and Literature Studies
Published by: UNIVERSITATEA »ȘTEFAN CEL MARE« SUCEAVA
Keywords: tourism; semiotics, local/global; cultural space; group identity; otherness;

Summary/Abstract: This paper aims at redefining travelling within humans’ propensity of discovering the exotic and the challenging landscapes of otherness. In Western cultures, nowadays, travelling has acquired new acceptations, being frequently associated with leisure and its practices – tourism. I envisage explaining to what extent 21st century individuals have transformed this phenomenon into a complex need; I am also concerned with understanding the spatial reorganisations of the touristic group with respect to the concepts of (de)localization and globalization. At the same time, I intend to demonstrate how tourism advertising communicates by the means of signs a triadic message to a global Self, which allows the individual(s) to speculate an inherited cultural performance, and which, at the same time, determines a mental insight dominated by the culture of the Other. Eventually, the examined cases of South-African and Australian tourism not only translate the relation Self-Other into Anglo-aboriginal identities, but may also be understood in the light of national economic strategies and/or as an inter-cultural mass-mediatised industry.

  • Issue Year: 8/2013
  • Issue No: 15
  • Page Range: 89-107
  • Page Count: 19
  • Language: English
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