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Article published In: Translation and Translanguaging in Multilingual Contexts
Vol. 5:2 (2019) ► pp.121–142

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Refiguring Asianness in tourism advertising

A translanguaging perspective

 | University of Athens
Published online: 24 April 2019
DOI logo with link
https://doi.org/10.1075/ttmc.00028.sid
Abstract
Identities are often reshaped, in translanguaging contexts, to fit narratives circulating in target environments. Analysis of parallel tourism data shifts is a rich resource for tracing how space identities may travel cross-culturally. The study tackles representations of Asianness as manifested through English and Greek parallel texts, in tourism advertising, to reveal locally internalized ‘speaker positionings’ which significantly affect the ‘package of identity features’ attributed to a destination. The analysis first takes into consideration the visibility of Asian spaces in the Greek press and points to features which may allow a unified account of media and travel discourses, drawing on tourism theoretical accounts. Discursively conveyed representations of Asian spaces are assumed to immensely affect perception of Asian destinations and sensibilities in audiences.
Article outline
  • 1.On tourism, identity construction and research questions
  • 2.Methodological considerations
    • 2.1The press data sample
    • 2.2The tourism data sample
  • 3.A news reporting account of Asian space visibility
  • 4.The data: On tourism advertising
  • 5.‘Mobile’ destinations
    • 5.1The ‘further away’ brought nearer and vice versa
    • 5.2Opaque tourism destinations?
  • 6.On manufacturing spaces: A unified account
  • Acknowledgements
  • Notes
  • References
References (26)
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