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Article published In: Dialogic Dimensions of the Digital
Edited by Răzvan Săftoiu
[Language and Dialogue 16:1] 2026
► pp. 122–142

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The digital promotion of slowness

Dialogicity and interaction in the virtual realm

 | Università di Modena e Reggio Emilia
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Available under the Creative Commons Attribution (CC BY) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

Open Access publication of this article was funded through a Transformative Agreement with University of Modena and Reggio Emilia.

Published online: 29 September 2025
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https://doi.org/10.1075/ld.00215.noc
Abstract
This paper explores the promotion and discourse of the new values of the term slow in the context of Slow Tourism. Within Slow Tourism, slow means sustainability with host communities and tourists working towards green and eco-friendly goals. This paper aims to explore how slow travelling associations engage with their audiences online. Under the lens of dialogic action and through a corpus-assisted discourse analysis of websites and respective social media accounts of two slow travelling associations operating in the UK, I will analyze and compare recurring phraseologies in the way they communicate with their readers. Results shed light on how discourse on slow tourism is co-created through different forms of online interaction.
Article outline
  • 1.Introduction
  • 2.Materials and methods
  • 3.Results
    • 3.1Slow Ways and Slow Travel: A quantitative overview
    • 3.2Dialogicity in the Slow blogs
      • Slow Ways
      • Slow Travel
    • 3.3Dialogicity on Instagram Slow accounts
      • Slow Travel
      • Slow Ways
  • 4.Conclusions
  • Notes
  • References
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