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In the last few decades, the rapid growth of the demand-supply processes in the travel sector has caused a dramatic development of the tourism industry. In order to sell the same product to different targets and on different markets, tourist organizations need to develop different genres presenting the same content with the same illocutionary purpose. This is linguistically attained thanks to the elaboration of professional, promotional and digital forms of discourse which employ rhetorical strategies complying with the use of particular lexical items, specific syntactical structures and precise textual levels of the language employed. By combining corpus linguistics and genre analysis, this volume aims to investigate if and to what extent tourism discourse dynamically reflects those new societal trends that have caused any development of the tourism industry. The results suggest that tourism discourse seems to have developed new linguistic strategies in both specialized and promotional purposes, characterized by the rise of a new hypertextual mode of communication euphorically describing the destination and conveying the idea that tourists are solely responsible for their choice of off-the-beaten-track destination. This volume, primarily aimed at undergraduate and postgraduate students, may also be of interest to any researchers or scholars interested in tourism discourse from a sociosemiotics perspective and discourse analysis. The corpus-based approach makes this the ideal introduction for all students and scholars interested in tourism discourse.
Multimodality has most recently been described no longer as a research field or discipline on its own, but rather as a “stage of development within a field” (Bateman 2022a, 49). The realization that (1) many different fields and disciplines now enter their own multimodal phase with new interest in multimodal phenomena and that (2) these disciplines all commit to the development of multimodality research with their own theoretical principles and methodological tools, brings with it not only an immense breadth of potential analytical objects, but also many new meta-methodological issues. “We need to find ways of ‘combining’ insights from the variously imported theoretical and methodological backgrounds brought along by previous non-multimodal stages of any contributing disciplines” (Bateman 2022a, 49). At the same time, the search for a meta-methodology for multimodal analyses is pushed further by the recent trend towards more empirical approaches to multimodal phenomena and the development and use of larger multimodal corpora that just as well require theoretical and methodological refinements. “We need to develop ways of strengthening claims with robustly applicable methods which nevertheless remain firmly anchored theoretically” (Bateman 2022b, 64). For a productive handling of these issues, disciplinary triangulation and finding a ‘common language’ or metalanguage (Maton & Chen 2016) for an ‘integrationist interdisciplinarity’ (van Leeuwen 2005) are the greatest challenges in contemporary multimodality research (Bateman 2022a). Also, there is a need for reconceptualizing the practice of analysis by making available large-scale corpora and broader and more complex empirical setups to fully process the ‘move from theory to data,’ and to substantiate long-lasting theoretical and methodological hypotheses (Pflaeging et al. 2021). For this project, we see these challenges productively as “a multimodal task from the ground up,” as John Bateman (2022b, 64) has phrased it in one of his most recent papers. This Research Topic will address this task by convening the most recent theoretical, methodological, practical, and empirical developments within contemporary multimodality research. The aim is to gain new insights in • the metalanguages or external languages that are currently being developed for multimodal analysis in many different research fields and disciplines, e.g., in pedagogy, literary theory, cultural studies, design, argumentation theory, computer science, and (experimental) psychology; • newest results from data collection methods and multimodal corpus analyses that expand the current quantitative work by, e.g., applying existing theories and methods to larger datasets, or exploring the newest communication technologies. We are particularly interested in seeing how works addressing these aspects contribute to finding ways of productive triangulation and integration for and within a meta-methodology for multimodality research. This Research Topic aims to bring together scholars from a variety of disciplines interested in multimodality research to review, explore, and advance the contributions that John Bateman, as one of the key figures in multimodality research, has made to both theory- and method-building as well as to the driving forward of multimodal empirical and corpus analyses. We welcome contributions that, for example, • critically address the theoretical and methodological advancements that John Bateman has made with regard to the notions of semiotic mode, discourse semantics, genre, textuality, etc.; • apply one of the many approaches that John Bateman has developed for the empirical analysis of multimodal artefacts (e.g., the GeM model for page-based documents, his work on multimodal film and audio-visual analysis, and the discourse semantics and/or annotation approach to visual narratives) to larger corpora or currently newly developing communicative situations; • expand on one of the abovementioned aspects with new ideas and insights from disciplines that have not yet been included in multimodality research.
The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.
This volume explores the relationship between tourism and travel texts and contemporary society, and how each is shaped by the other. A multimodal analysis is used to consider a variety of texts including novels, brochures, blogs, websites, radio commercials, videos, postcards and authentic tourist pictures and their meaning-making dynamics within the tourism discourse. The book looks at the ways in which these different texts have influenced how tourists and travellers have been viewed over time and how we envision ourselves as tourists or travellers. It puts forward multimodal analysis as the best framework for exploring the semiotic potential of these texts. Including examples from the UK, Malta, Canada, New Zealand, India, Jamaica and South Africa, this volume will be useful for researchers and students in tourism studies, communication and media studies and applied linguistics.
In this work, it is shown that tourism, in the act of promotion, as well as in the accounts of its practitioners and clients, has a discourse of its own. The text draws on both semiotic analyses of tourism and on the content of promotional material produce
Tourism Discourse offers new insights into the role of spoken, written and visual discourse in representing and producing tourism as a global cultural industry. With a view to the interplay between the symbolic and economic orders of global mobility, the book is grounded in empirically-based studies of key tourism genres.
The Discourse of Tourism and National Heritage: A Contrastive Study from a Cultural Perspective presents an in-depth research study in the field of online tourism promotion. It focuses on the national online promotion of UNESCO World Heritage Sites, on two different types of websites â " institutional and commercial â " from three countries, Romania, Spain and Great Britain. The book analyses the way in which each country combines various modes to create a virtual brochure with a promotional message from both institutional and commercial positions. In doing this, it studies the organization of the websites and their webpages, as well as the lexico-grammatical and visual features of their promotional messages. The theoretical framework used is Systemic Functional Linguistics (Halliday 1985, 1994; Kress and van Leeuwen 1996, 2006; Halliday and Matthiessen 2004). The results are compared in relation to the types of websites and to the countries in which they were produced. These are further interpreted from a cultural perspective, showing that the findings can be accounted for by cultural variability, in particular the dimension of context (Hall 1976, 1990, 2000).
The overarching theme of Discourse and Technology is cutting-edge in the field of linguistics: multimodal discourse. This volume opens up a discussion among discourse analysts and others in linguistics and related fields about the two-fold impact of new communication technologies: The impact on how discourse data is collected, transcribed, and analyzed—and the impact that these technologies are having on social interaction and discourse. As inexpensive tape recorders allowed the field to move beyond text, written or printed language, to capture talk—discourse as spoken language—the information explosion (including cell phones, video recorders, Internet chat rooms, online journals, and the like) has moved those in the field to recognize that all discourse is, in various ways, "multimodal," constructed through speech and gesture, as well as through typography, layout, and the materials employed in the making of texts. The contributors have responded to the expanding scope of discourse analysis by asking five key questions: Why should we study discourse and technology and multimodal discourse analysis? What is the role of the World Wide Web in discourse analysis? How does one analyze multimodal discourse in studies of social actions and interactions? How does one analyze multimodal discourse in educational social interactions? and, How does one use multimodal discourse analyses in the workplace? The vitality of these explorations opens windows onto even newer horizons of discourse and discourse analysis.
The publication is the first in a new series on existing and innovative paradigms in Heritage Studies. The series aims at systematising and developing the academic discourse on heritage, which has yielded a wealth and breadth of contributions over the past few years. The publication offers its own emphasis by developing heritage studies with a perspective towards and as a contribution to human development. It thus offers a vision for the construction and establishment of a new discipline. The academic mainsprings and research interests of this repositioning of heritage studies as an academic discipline are discussed by internationally renowned thinkers and heritage practitioners. The publication thus establishes first important points for discussion. Central to this publication are questions concerning the sustainable protection and use of heritage, focussing on the world cultural heritage and intangible cultural heritage, but equally questions on the relation of heritage and memory and how these could mutually enrich our understanding of heritage.