AnalysingAnalysingAnalysingAnalysing the Greek National Tourism Organisation the Greek National Tourism Organisation the Greek National Tourism Organisation the Greek National Tourism Organisation newsletter as newsletter as newsletter as newsletter as a new internet genrea new internet genrea new internet genrea new internet genre.

Periklis Politis: Asst. Professor at the Aristotle University ofThessaloniki, Dept. of Journalism & Mass CommunicationElli Vazou: PhD candidate at the Aristotle University ofThessaloniki, Dept. of Journalism & Mass Communication

What will we present to you?What will we present to you?What will we present to you?What will we present to you?

� general info about the newsletter

� a linguistic analysis of the newsletter parts as we scroll down and read it through: (the header, the theme, the titles, the editorial section, the leads, the video section, the “special feature” section, the social media section, the footer)footer)

� a few comments on translation

� general conclusions

within a theoretical framework of:within a theoretical framework of:within a theoretical framework of:within a theoretical framework of:

• CDA and its main tenets with regard to discourse as a form of social action.• Genre theory• Multimodality theory• Tourism & Promotional Discourse• New Media, i.e. the Internet

IDENTIFICATION CRITERIA

Rhetorical Act

Communicative Purpose (General)

Communicative Purpose

(Specific)

GENRE SPECIFICATION

DESCRIPTION EVALUATION

Book Blurbs Advertisements Job Applications

GENRE LEVEL

Generic Value

Genre Colony

Genre

Promotional Genres

Medium

Product

Participants

TV Ads Print Ads Radio Ads

Car Ads Airline Ads Cosmetic Ads

for holiday travelers for business travelers

Sub-genres

Sub-genres

Sub-genres

Diagram 1 Versatility in generic transcription Adapted from Bhatia’s Worlds of Written Discourse (2004: 59)

Advertorials

Company Reports

Company

Brochures

Annual Reports

Book Reviews

Book Blurbs

Job Applications

Job

Advertisements

Sales

Promotion

Advertisement

Diagram 2 Colony of promotional genres Adapted from Bhatia’s Worlds of Written Discourse (2004: 62)

Travel Brochures

Public Campaigns

Film Reviews

Grant

Proposals

Fundraising Letters

Reference Letters

general info

� When was it first published?� The first issue appeared in July 2010

(only the English version)

� Why was it created?� The Greek National Tourism

� When was it first published?� The first issue appeared in July 2010

(only the English version)

� Why was it created?� The Greek National Tourism

• Who writes it?

• Copy editors (staff working at the GNTO) write and proof the articles

• Web designers design the layout• Social media experts are responsible for

its distribution (i.e. creating a sign-up list, � The Greek National Tourism Organisation produced its first newsletter in an attempt to create a fresh positive destination image by exploiting the opportunities offered by the Internet.

� The Greek National Tourism Organisation produced its first newsletter in an attempt to create a fresh positive destination image by exploiting the opportunities offered by the Internet.

its distribution (i.e. creating a sign-up list, monitoring the number of recipients of the newsletter, calculating the number of Greek or foreign readers, etc.)

July 2010July 2010July 2010July 2010

• the first newsletter• written only in English

from July 2010 up to nowfrom July 2010 up to nowfrom July 2010 up to nowfrom July 2010 up to now

Monthly schedule:

� the newsletter goes online the first Thursday of every month

� with 3- 4 topics in English and in Greek

� the topics are selected according to:

(a) the time of year (November: olive harvesting; January: skiing, etc.),

(b) the tourist activity in order to promote Greece as a year-round destination, destination,

(c) important cultural events (Dimitria in Thessaloniki), and so on.

December 2010 December 2010 December 2010 December 2010 vsvsvsvsJuly 2010July 2010July 2010July 2010

Major changes:

• in the layout (December 2010): colours, title and teaser length, framing

• in the content (January 2011): social media are present:

• a topic is chosen based on the response to a question posted on response to a question posted on facebook;

• and a follower is rewarded according to their tweet with the best tweet being included in the newsletter…

• …which has now become more interactive.

January & May 2011January & May 2011January & May 2011January & May 2011

• in January 2011 an editorial section was added so the Organisation could speak to readers more directly;

• a “special feature” section is added where texts written by licensed tourist guides are presented;

• every month those who receive • every month those who receive the newsletter see an intriguing title in their inbox that invites them to click & read;

• since May 2011 the newsletter has included video clips (instead of a 4th topic) linked to the general topic of the month, e.g. Summer holidays: SEASIDEINGREECE

header

headerheaderheaderheader

Pictorial items: signature line & logo used to focus the DESIRE on a certain brand.

subject

the subject the subject the subject the subject

• These titles are brief and telegraphic, due to frame/layout constraints (max 100 characters including logo and date)

• Rule of thumb: key-words• Extensive use of exclamation and

question marks• Use of English titles taken from lyrics of

famous songs (mnemonic techniques).

� Let’s hit the slopes!� Πάμε για σκι

� Let’s have fun!� Ας διασκεδάσουμε!

� Greek islands celebrate the Spring� Η Ελλάδα γιορτάζει το Πάσχα

� Summer romance in the Cyclades� Ανακαλύπτοντας το ρομαντισμό στις

Κυκλάδεςfamous songs (mnemonic techniques). � Ανακαλύπτοντας το ρομαντισμό στις Κυκλάδες

� Summer? Greece, of course. Where else?

� Καλοκαίρι στην Ελλάδα. Πού αλλού;� It’s a family affair!� Οικογενειακές διακοπές!

� Forever young!� Νέοι για πάντα!

titles

titles Ititles Ititles Ititles I

� informative

� translated as such in English, or Greek� The islands of Paxoi & Antipaxoi

� Παξοί και Αντίπαξοι

� Rock climbing on Kalymnos island

� Αναρρίχηση στην Κάλυμνο

� The islands of Paxoi & Antipaxoi

� Παξοί και Αντίπαξοι

� Rock climbing on Kalymnos island

� Αναρρίχηση στην Κάλυμνο

� Top 6 family destinations: Just for you, kids!

� 6 κορυφαίοι προορισμοί για οικογενειακές διακοπές

� Top 6 family destinations: Just for you, kids!

� 6 κορυφαίοι προορισμοί για οικογενειακές διακοπές

titles IItitles IItitles IItitles II

� Great use is made of figures of speech (metaphor, personification) and poetic language, not always translated/transferred into the other language.

� A mastic-scented island with fascinating history

� Ένα γλυκά «αρωματισμένο» νησί με πλούσια ιστορία

� On Easter Sunday a gastronomic marathontakes place.

� Μύρισε Πάσχα…ελληνικό!

� Love, Made in Greece � Όταν ο κινηματογράφος ερωτεύεται την

Ελλάδα.

� Colours and Aromas of Spring in the Garden of Music

� Πάσχα στην Κέρκυρα. Τι άλλο να πει κανείς;

� Crete gazes at the Libyan Sea. Do the same!� Ένα βραχώδες έργο της φύσης αγγίζει τη

θάλασσα.

titles IIItitles IIItitles IIItitles III

(1) Use of rhetorical punctuation

� usually the same when the meaning is the same and the title is translated

� quite different if a totally different title is written in English

(2) Extensive use of telegraphic speech

� The Armata reenactment lights up the sky!� Εκρηκτική Αρμάτα!

� Revitalise your senses!� Αναζωογόνησε νου και σώμα!

� A spiritual celebration…� Δεκαπενταύγουστος: Το Πάσχα του

καλοκαιριού(2) Extensive use of telegraphic speech

(3) Extensive use of noun phrases (especially in Greek)

� Loving nature while bathing in sunlight!� Στη Φύση της Ελλάδας με αγάπη...

� “I will” you said. To be continued on Santorini…� Γάμος με θέα…την καλντέρα!

� Stand still…A butterfly might touch you.� Καλοκαιρινές διακοπές και πεταλούδες. Τέλεια;

titles IV;(rhetorical) questionstitles IV;(rhetorical) questionstitles IV;(rhetorical) questionstitles IV;(rhetorical) questions

• Use of rhetorical questions• Use of questions (sometimes

transferred as answers in Greek)• Use of playful language (especially in

English)

� Stand still…A butterfly might touch you.� Καλοκαιρινές διακοπές και πεταλούδες. Τέλεια;

� Do skiers find Vassilitsa the most beautiful ski resort in Greece?

� Για κάποιους σκιέρ η Βασιλίτσα είναι το ομορφότερο χιονοδρομικό στην Ελλάδα.

� Hmm…Still in Crete. Let’s try something different.� Είστε έτοιμοι για τη διαδρομή που σας προτείνουμε; � Είστε έτοιμοι για τη διαδρομή που σας προτείνουμε;

� Cross these bridges when you come to Epirus.� Αναζητήστε τα πέτρινα γεφύρια της Ηπείρου.

� The IMF is being celebrated at the carnival of Xanthi. � Ξανθιώτικο Καρναβάλι: ΔΝΤ και η μεγαλύτερη

μάσκα στον κόσμο.

� Intense ski activity on Mt. Helmós� Ατελείωτες χιονοδρομικές πίστες, μυθολογία,

ιστορία, μυστήριο. Καλάβρυτα;

So, the So, the So, the So, the visitgreecevisitgreecevisitgreecevisitgreece newsletter titles &newsletter titles &newsletter titles &newsletter titles & subject:subject:subject:subject:

• Entice the reader (the potential client) as attention-grabbing devices.

• Present the text’s main theme (core info), or the topics of the newsletter in general.

• Reinforce the message sent by the GNTO according to the general. marketing plan, i.e. promote Greece as a year-round destination.

� …triggered by the changes in the layout adopted in December:

� Titles became shorter: increase of rhetorical means, rhetorical questions, playful language creating mystery/decrease in rhetorical punctuation…

� …trying to impress the reader with an enigmatic way of presenting the information.

a year-round destination.• In the way titles are written, we may

observe some differences in text writing...

way of presenting the information.

� June: numbers are used in titles for the first time. The idea is to give the reader more condensed focused information to help potential tourists decide (i.e. Top 6 family destinations).

editorials

eeeeditorials Iditorials Iditorials Iditorials I• This is the classic form of

editorial in which we find:• Use of the first-person

plural we think/πιστεύουμε• Use of the second person

Μην ξεχάσετε/Don’t forget, etc.

• Use of didactic tone• The message • The message

communicated is linked with the general social and political climate in Greece often through hints.

eeeeditorials Iditorials Iditorials Iditorials IIIII

Depending on the topics (more romantic, or when presenting a great celebration, such as Easter), this could be replaced by:(a) a poem (April 2011), or or

eeeeditorials IIIditorials IIIditorials IIIditorials III

(b) an unconventional type of writing, (March 2011) (use of iconicity techniques: rhetorical punctuation, capital letters, lack of punctuation, full stops that break up phrases that break up phrases and isolate words, etc.).• The sender of the

message now has its own recognisableidentity despite being a large national organisation.

leadsleads

about leads I (or opening paragraph)about leads I (or opening paragraph)about leads I (or opening paragraph)about leads I (or opening paragraph)

• What do they do?

• Persuade or inspire readers to read the article (hypertext); provoke a reader’s curiosity to continue reading on visitgreece website, creating another viewing opportunity.

• Support the title (headline) and save reader’s time.

• They are constricted by the layout/frame (max 450 characters)

• They form part of a unit/constellation/module that consists of: a title, a photo (image), a text, and colour (the blue frame around them) (multimodality).reader’s time.

• They give readers the most important information in a clear, concise and interesting manner. They also establish the voice and direction of an article, and the point of the story.

colour (the blue frame around them) (multimodality).

aaaabout leads II; how bout leads II; how bout leads II; how bout leads II; how do they do it?do they do it?do they do it?do they do it?

� Redundant expressions (enormous variety)

� Cliché epithets (marvellous, glorious, μοναδική, μαγευτική etc.)

� High degree of collocability (μαγευτικές collocability (μαγευτικές παραλίες, αρχέγονη φυσικότητα, ιδανικό σκηνικό, αυθεντική επαφή, rare natural wealth, unique wildlife habitats,etc.)

� Rhetorical punctuation

aaaabout leads IIIbout leads IIIbout leads IIIbout leads III

• Rhetorics of Writing: words written with capital first letters

• Mental state attribution; generics (οι άνθρωποι, Ολόκληρος άνθρωποι, Ολόκληρος ο κόσμος απολαμβάνει τα δώρα της Αρχαίας Ελληνικής Αρχιτεκτονικής)

aaaabout leads IVbout leads IVbout leads IVbout leads IV

� Addressee-oriented: Use of active voice; first and second-person plural pronouns; imperative and subjunctive mood

� A conversational style is adopted is adopted (conversationalization)

� Intermediated, asynchronous,interactive

mmmmore about leadsore about leadsore about leadsore about leads

� Personification (…βουνά…τονκαλούν να…)

� Hyperbole (H ιππασία συνδυάζει μοναδικά τη δυνατή περιπέτεια.)

� Diptychal structure: readers ascertain facts from the text and are then encouraged to try and are then encouraged to try things out themselves.

the “special feature” sectionsection

The “special feature” section (since January 2011)The “special feature” section (since January 2011)The “special feature” section (since January 2011)The “special feature” section (since January 2011)

•Use of synonym phrases, expressing in different ways the tours that the tourist guides take us on: “they tell their own story…”; “they will give all the necessary information…”; «οι information…”; «οι ξεναγοί μάς οδηγούν», «καθοδηγούν την περιπλάνησή μας», «μας υποδέχονται» etc.•Use of suggestions: mostly for social advertising rather than commercial (Let’s follow them…)

the “special feature” the “special feature” the “special feature” the “special feature” sectionsectionsectionsection

• inclusive “we” and “you”• extensive use of present tense (the tour is being conducted as we speak)• limited use of future • limited use of future tense (e.g. together we will discover, they will give all the necessary information, etc.)

the video section

the video section Ithe video section Ithe video section Ithe video section I

In May 2011 the video section was first introduced. As we can see, the English text has not been translated into Greek, as the videos contain testimonials by testimonials by visitors speaking in English.

the video section IIthe video section IIthe video section IIthe video section II

YOUINGREECE: The text is taken from the ID-project YOUINGREECE where the goal of this campaign is presented.

From June onwards the same text has been used in both languages thus promoting the campaign YOUINGREECE as a tourism marketing initiative implemented by the GNTO.

the social media section

the social media sectionthe social media sectionthe social media sectionthe social media section

The newsletter has become more interactive and a follower is rewarded according to their tweet with the best tweet being tweet being included in the newsletter.

footer

footerfooterfooterfooter

Standing details: help to transform DESIRE into ACTION.

hyperlinkshyperlinkshyperlinkshyperlinksWhat you will see: The permanent exhibition includes unique works of Cretan art, found in excavations across the central and eastern part of the island, which roughly span 5500 years, from the Neolithic (5000 BC) to the Late Roman period (late fourth century AD). Most objects date to prehistoric times and to the so-called Minoan period, named after the island's mythical king, Minos. They include pottery, carved stone objects, seals, small sculpted items, metal objects and wall-paintings discovered in palaces, mansions, settlements, funerary monuments, sanctuaries and caves. The Museum is unfortunately closed due to renovation works but thanks to a temporary exhibition you can still admire 400 of its most important artefacts. Shortly it will re-open in its complete renovated form.

•clear call to action messages (Δείτε το βίντεο, Πήγαινέ με εκεί, Read more, Take your pick, etc.)•that take us on a tour inside the website•where we find a multimodal hypertext •text and image, or

Highlight: Phaistos Disc, a round clay disc with hieroglyphics and ideograms inscribed on it, is certainly one of the most impressive artefacts of the Museum. The snake goddess, the Minoan Frescos, like “La Parisienne”, the King Minos ring and the famous “Bees” jewel are among the most mesmerising exhibits.Extra tip: Combine your visit to the Museum with a visit to the Palace of Knossos, 5km southeast of Herakleion, in an idyllic location among olive groves and cypresses. Knossos is the largest one of the preserved Minoan palatial centres and the site of the most important palace of Minoan civilization. According to tradition, it was the seat of the legendary king Minos. The Palace is also associated with thrilling legends, such as the myth of the Labyrinth with the Minotaur, and the story of Daidalos and Icaros.

•text and image, or

hypertexthypertexthypertexthypertext

• text, image and video• inside the hypertext

more links lead the reader to a path made by the copywriter

• according to key information (again use of key words)of key words)

• i.e., general info about a place or a site

• Newsletter and hypertexts: the structure is similar to that of a journey. From the general presentation we move to a specific place, to the heart of the information…

a few comments on translation

about translationabout translationabout translationabout translation

� Greek is not always the source language, since some of the texts are written in parallel in English and in Greek (by different copy-writers).

� Either way, the texts (and the translated versions) fulfill the same function (to promote Greece and persuade readers to visit Greece).

• “Localization” is a process adopted in English language texts: great care is taken to reflect the target language’s linguistic and cultural preferences.

• Key words , keying and cliché phrases are used in both languages (special attention is paid to the use of English collocations)

• Emphatic language (language euphoria) visit Greece).

� There are stylistic and rhetorical differences: in the use of punctuation and poetic language.

� The copywriters and translators pay serious attention to each language’s basic principles, e.g. lighter constructions in English.

• Emphatic language (language euphoria) is common.

• In general, the strategies of tourism and promotional discourse are followed in both languages.

general conclusions

the the the the visitgreecevisitgreecevisitgreecevisitgreece newsletter:newsletter:newsletter:newsletter:

� is a multimodal semiotic entity (Kress 2010; van Leeuwen 2011), because:

� it uses a wide range of multimodal resources (text, video, image) aimed at “encouraging” people from all over the world to visit Greece;

� its layout is determined by the medium: it is

� Unlike other genres of tourism discourse (e.g. brochures, guidebooks, etc.), the newsletter demonstrates a certain degree of interactivity and intimacy:

(a) the addressee signs up to receive it;

(b) the mode of address (use of the pronoun systems) minimizes the social distance, � its layout is determined by the medium: it is

vertically organised to be easily read on the Internet.

systems) minimizes the social distance, showing familiarity and equality;

(c) present tense verbs foster a sense of involvement.

in the in the in the in the visitgreecevisitgreecevisitgreecevisitgreece newsletter:newsletter:newsletter:newsletter:

• Texts are written according to the main principles of Promotional/Advertising/Tourism Discourse: They

(a) meet the classic requirements of the AIDA principle: capture Attention, create Interest, foster Desire and inspire Action

(b) contain evaluative language (repetition of positive adjectives; Erjavec: 567)

(c) make use of hyperbolic language and images to enhance their persuasive power (Ip 2008)

• It forms a novel hybrid cybergenre(Ungerer 2004; Bhatia 2004), since:

(a) it constitutes a conventionalised web-textual form;

(b) it is wholly dependent on the new medium, i.e. the Internet;

(c) incorporating discursive elements of promotion, drawing upon news report discourse, and

(d) offering favourable information encodedinto promotional messages…power (Ip 2008)

(d) employ special words and formulae/specific vocabulary (the ingredients of a spell, cf. Dann 1996)

(e) utilise key-words (authentic, discover, adventure, dream, destination, etc.).

(f) Imperatives and directives are frequently found (to guide potential tourists; Maci2007)

(g) plus prototypical advertising discourse; extensive use of NPs (πανύψηλα βουνά, κατάφυτες πλαγιές, απαράμιλλο φυσικό τοπίο…).

into promotional messages……according to underlying principles of

credibility (news writing) & desire (ads)

the GNTOthe GNTOthe GNTOthe GNTO

� as a social actor and a governmental entity

� has been using the reconstruction of the visitgreece.gr portal, and the newsletter in particular to convey values that enhance a certain political message

• The GNTO (drawing upon pre-existing conventional discourse types) in order to create a positive image for Greece has made use of:

(a) new technologies: the Internet, smartphones –the so-called “computer-mediated environment”;

(b) new media: social media: facebook, twitter, flickr;twitter, flickr;

(c) specific discourse strategies within a specific socio-cultural situation (communicative situation: Kress 1990);

in order to influence and persuade.