tourism as specialised discourse

8/12/2019 Tourism as Specialised Discourse

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TOURISM ASSPECIALIZEDDISCOURSE


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TOURISM HAS ONLY RECENTLY STARTED TO BEINVESTIGATED FROM A LINGUISTICPERSPECTIVE

PROBABLY BECAUSE ITS LANGUAGEMIRRORS THE COMPLEXITY OF THISFIELD, WHICH IS DEFINITELY HYBRID(geography,economics, sociology andpsychology are among the disciplines whichinfluence tourism)


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LANGUAGE AND

TOURISM TOURISM USES LANGUAGE TO MANIPULATEREALITY TURNING AN ANONIMOUS PLACEINTO A TOURIST DESTINATION

LANGUAGE IS THE MOST POWERFUL DRIVINGFORCE IN THE FIELD OF TOURISM. ITS AIMIS to persuade, lure, woo and seduce millions ofhuman beings, and, in so doing, convert them frompotential into actual clients (Dann, 1996: 2)


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AS A CONSEQUENCE, THE NEED FOR LANGUAGE EXPERTS INTHIS FIELD IS GROWING STEADILY

(the writing of effective promotionalmaterials requires a high level of languagecompetence and is vital to achieve successin a field characterized by keen

competition)


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LANGUAGE AND

TOURISM THE LANGUAGE OF TOURISMORGANIZES ITS DISCOURSEACCORDING TO SPECIFIC LEXICAL,SYNTACTIC AND TEXTUAL CHOICES

HOWEVER, IS THIS ENOUGH TO LABELIT AS SPECIALIZED DISCOURSE?


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TOURISM AS SPECIALIZED

DISCOURSE M.V. Calvi (2005: 33) defines the languageof tourism as un linguaggio dallafisionomia sfuggente which does not havea well-defined content and clear functionalboundaries as it is influenced by a vastrange of disciplines like history,geography, art, etc. and encompasses

different communicative functions(informative, persuasive, argumentative).


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TOURISM AS SPECIALIZED

DISCOURSE ALTHOUGH THE FIELD OF TOURISM IS

GREATLY INFLUENCED BY OTHERDISCIPLINES, ITS LANGUAGE SHOWSPECULIAR LEXICAL, SYNTACTIC ANDTEXTUAL FEATURES WHICH JUSTIFYITS INCLUSION AMONG THE MANY

LSPs


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SOME KEY TERMSDISCOURSE A complex term used in linguistics and in

the social sciencies Discourse analysis indicates the study of

whole units of communicative exchangesproduced in a particular speech community

Language is analysed both in its form andin its function


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SOME KEY TERMSGENRE We use this term to refer to a set ot

text types defined according toextralinguistic criteria, e.g. thecommunicative function they serve in

a given discourse community


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SOME KEY TERMSTEXT TYPE The classification criterion used is

mainly linguistic Texts are grouped together

according to the linguistic features

they share


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TOURIST TEXT TYPES A FIRST BROAD CLASSIFICATION ISBETWEEN A) SPECIALIZED TEXTS ADDRESSED TO

EXPERTS IN THE TOURIST FIELD (e.g.papers on the marketing of tourism, on thesociology and psychology of tourism, on thelanguage peculiarities of tourist texts)

B) PROMOTIONAL TEXTS ADDRESSED TOTHE GENERAL PUBLIC (i.e. to potentialtourists)


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AMONG THE TEXT TYPES AIMED ATNON-SPECIALISTS, NIGRO (2006)IDENTIFIES THE FOLLOWING 4TYPOLOGIES

1) LEAFLETS 2) BROCHURES 3) TRAVELOGUES 4) TRAVEL GUIDES


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HOWEVER, THE RANGE OF TEXT TYPESIS WIDER (consider tourist adverts,itineraries, unsolicited promotional letters,etc.)

DANN (1996) CLASSIFIES TOURISTTEXT TYPES ACCORDING TO THEMEDIUM (AUDIO, VISUAL, WRITTEN,SESORY) AND TO THEIR STAGE IN THETOURIST CYCLE (PRE/ ON,/POST TRIP)


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TOURIST TEXT TYPES (AS TOURISMITSELF) ARE HYBRID GENRES

Different text types often share anumber of linguistic and discoursivestrategies, giving birth to hybrid textswhich can hardly be classified as belonging

to a particular genre. (Nigro, 2006:64)


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CLASSIFICATION OF

TOURIST TEXT TYPESPRE-TRIP: ADVERTS, LEAFLETS,BROCHURES

ON-TRIP: TRAVEL GUIDES,TRAVELOGUESPOST-TRIP: TRIP REPORTS,

REVIEWS


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LEAFLETS IT IS USUALLY A SINGLE SHEET OR A FOLDED PIECEOF PAPER

ALTHOUGH PRACTICAL INFORMATION IS SOMETIMESPROVIDED, THE MAIN COMMUNICATIVE PURPOSE ISTO PERSUADE POTENTIAL TOURISTS TO VISIT APLACE OR FACILITY

THE MESSAGE IS USUALLY SHORT AND CLEAR THE AESTETIC COMPONENT IS PARTICULARLY

IMPORTANT (prevalence of pictures)


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BROCHURES HAVE TWO MAIN COMMUNICATIVEFUNCTIONS: 1) to provide practical information which

visitors may use in their trip decision makingand planning processes (informative) 2) to establish an image of the destination as a

viable alternative when planning future trips(persuasive)(Fesermaier, 2000 in Nigro 2006)


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BROCHURES According to Mason (2004) brochuresdisplay an almost fixed set of moves: A) evaluative claims about the place/facility to

visit B) brief history of the resort/facility C) guided tour of the main attractions D) practical details (e.g. how to get there)

E) regulations (e.g. restrictions concerninganimals, food, photography, etc)


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BROCHURES EACH MOVE HAS ITS OWN COMMUNICATIVEFUNCTION WHICH IS BEST SERVED BY A SETOF LANGUAGE FEATURES

TO EACH SHIFT OF MOVE CORRESPONDS ACHANGE IN THE PREVAILING LANGUAGEFEATURESe.g. evaluative claim: present tense, use ofsuperlative forms, thematization of adverbials ofplace; brief history: past tense, thematization ofadverbials of time; guided tour: use of imperativeforms, increase in the use of personal pronouns


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TRAVELOGUES CAN BE ARTICLES WRITTEN BY(SPONSORED) JOURNALISTS ANDPUBLISHED IN THE TRAVEL SECTIONSOF NEWSPAPERS AND MAGAZINES

CAN BE TRIP REPORTS WRITTEN BYINDEPENDENT TOURISTS AND POSTED

ON TRAVELOGUE SITES IN THEINTERNET (e.g. www.travelhog.net)


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TRAVELOGUES THE PREVAILING FUNCTION IS NARRATIVE(they sometimes include negative comments onthe places visited or on the facilities used; theyoften offer advice on how to best do things)

TEXT IS USUALLY PREVALENT (and can be quitelong) BUT THE ICONIC COMPONENT IS ALSOPRESENT

THEY ARE OFTEN ORGANIZED INTOSECTIONS (like travel guides)


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LEXICAL ASPECTS Lexis is the most visible feature ofspecialized discourse.

It is mainly through lexis that a particularspecialized language can be set apart bothfrom general language and from otherspecialized languages.

General language is the mortar used tomix specialized lexis (Cortelazzo,1994)


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LEXICAL ASPECTS Hoffman (1998) proposes a breakdown ofspecialized lexis into three categories: specific vocabulary (i.e. highly specialized

terms) e.g. late-perpendicular architecture common specific vocabulary (i.e. common words

which have been subjected to semanticrestriction) e.g. package tour

general vocabulary (i.e. common words whichhave not been subjected to semanticrestriction) e.g. hotel


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LEXICAL ASPECTS Contrary to other fields, the language of tourismis not shared by a restricted group of specialists

Its promotional and persuasive function makes it

an accessible register (most of the time) However, all lexical choices are carefully made(use of selected keywords as away, adventure,dream, imagination, pleasure, escape to complywith the tourists expectations about holidaying)


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LEXICAL ASPECTS A further peculiar characteristic is the use of atechnique called languaging (Potter in Dann (1996:183), i.e. the use of foreign and invented words intourist texts to induce a sense of inferiority inthe touristsome examples: If you are lucky, you may also see the world famous Sri

Sri Radha Londonisvara (from: The London DiscountGuide leaflet)

Camden Town is the London smorgasboard par excellence(from: he Original London Walks leaflet)


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LEXICAL ASPECTS Another commonly employed technique isthe use of key words referring to one ofthe following psychological themes:

ROMANTICISM, REGRESSION, REBIRTH HAPPINESS, HEDONISM,

HELIOCENTRISM FUN, FANTASY, FAIRY TALES SEA, SEX, SUN, SOCIALIZATION


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LEXICAL ASPECTS In the field of tourism the vast majorityof specific vocabulary (in Hoffmannssense) is ascribable to the many disciplineswhich characterize it (history, geography,art, etc)An example:The Henry VII Chapel, in the easternmost part of the abbey, is anoutstanding example of late perpendicular architecture , with spectacularcircular vaulting on the ceiling. The wooden choir stalls are carved withexotic creatures and adorned with colourful heraldic flags . (From: LonelyPlanet London, 2004: 126)


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SOME COMMON WORD

FORMATION TECHNIQUES Specialization of words borrowed from everydaylanguage (e.g. package > package tour) or fromother specialized languages (e.g. congestion < frommedicine > air traffic congestion)

Creation of acronyms (e.g. B&B = bed andbreakfast; LTB = London tourist board; LHR =London Heathrow airport)

Creation of compounds (e.g. half-board; holidayfarmhouse; theme park; one way ticket)


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SYNTACTIC ASPECTSTHE SPECIFICITY OFMORPHOSYNTACTIC FEATURES IN

SPECIALIZED LANGUAGES IS NOTA QUALITATIVE BUT AQUANTITATIVE MATTER


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SYNTACTIC FEATURES OF

SPECIALIZED DISCOURSE NOMINALIZATION: from a verb phrase

to a nominal phrase

E.g. when you arrive at the hotel > upon arrivalat the hotel USE OF PASSIVE FORMS

E.g. the tour guide will show you all the majorsights of the city> you will be shown all themajor sights of the city


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SPECIALIZED DISCOURSE SUBSTITUTION OF RELATIVECLAUSES WITH ADJECTIVES E.g. The town of Chioggia, which is nearby> the

nearby town of Chioggia OMISSION OF SUBJECT AND

AUXILIARY IN RELATIVE CLAUSESCONTAINING A PASSIVE FORM E.g. charming little towns which are surrounded

by vineyards > charming little towns surroundedby vineyards


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SPECIALIZED DISCOURSE USE OF PRESENT PARTICIPLE ISNTEAD OFFULL RELATIVE CLAUSE AS PREMODIFIER (thepresent participle is used as an adjective)

- E.g. the little town which is charming > thecharming little town USE OF PAST PARTICIPLE INSTEAD OF FULL

RELATIVE CLAUSE AS PREMODIFIER (the pastparticiple is used as an adjective) E.g. one of the churches which is most fully decorated >one of the most fully decorated churches


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SPECIALIZED DISCOURSE TRANSFORMATION OF THE VERB OFTHE RELATIVE CLAUSE INTO APRESENT PARTICIPLE

E.g. the three tiers of frescoes whichrepresent the life of Mary > the three tiers offrescoes representing the life of Mary

USE OF NOUN PHRASE APPOSITIONTO DEFINE ANOTHER NOUN E.g. youll pass Adria, a sleepy little rivertown


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OF SPECIALIZED

DISCOURSE FRONTING (THEMATIZATION) OFNON- FINITE (i.e. ing, -ed, to)ADVERBIAL CLAUSES E.g. Buried in the north aisle of the Chapel ofHenry VII is Elisabeth Tudor Travelling north, well stop along the way to

visit Pisa

To taste genuine food, go to one of the localopen-air street markets


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SPECIALIZED DISCOURSE USE OF SUPERLATIVE FORMS(the language of tourism is a kind of extremelanguage in which superlatives abound)

some examples: Windsor Castle is the oldest and largest occupiedcastle in the world. (Windsor Castle leaflet)

for old Westminster is London at its grandest (TheOriginal London Walks brochure)

Some of the towers most famous prisoners were heldaround Tower Green (The Tower of London . Brochure)


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SPECIALIZED DISCOURSE USE OF THE PRESENT SIMPLE (to make thetime of the holiday seem still and everlasting ) E.g. Standing alone in the vast empty tract of the

Salisbury plains and with origins dating back nearly5,000 years, Stonehenge remains a place of wonder andmystery (Bath, Windsor & Stonehenge brochure)

The past is cast in stone and we take it all in: ancientWestminster Hall, the Houses of Parliament, the Towerof London and Westminster Abbey. And to see it with agreat guide is to have that past suddenly rise to surface.(The original London Walks brochure)


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SPECIALIZED DISCOURSE USE OF THE IMPERATIVE (not to give orders,but to urge the tourist to avail him/herself of theopportunities which are on offer) E.g. Gain a fascinating insight into the role of the Crown

Jewels in royal pageantry with our introductory films[] Once inside the Treasury, marvel at the ImperialState Crown worn at the Opening of Parliament and bedazzled by the worlds largest, top quality diamond,Cullinan, set in the Sovereigns Sceptre (The Tower ofLondon brochure)


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SPECIALIZED DISCOURSE USE OF MODAL VERBS (not to express deontic,i.e. personal or epistemic, i.e. logical meaning, butto express a way of behaviour, a mode of action tobe taken by the tourist) E.g. On the way to Westminster Abbey you will hearabout Leonardo Da Vinci, and get a chance to see a work

of him. At Westminster Abbey you can hear morestories about other important people in the book likeIsaac Newton, who is buried in the Abbey. A visit insideis not included, but after the tour you can go inside toexplore on your own. (Quality Walking Tours, GoldenTours leaflet)


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SPECIALIZED DISCOURSE SPECIAL USE OF PERSONAL PRONOUNS (toachieve the goal of ego-targetting) E.g. London is our main course but we also serve up

wonderful side dishes in the shape of Explorer Days toStonehenge, Oxford, Bath, Hampton Court, etc. Anexplorer Day is an interesting, fun and inexpensive wayto get the most of our visit to these not-to-be-missedplaces. After all, if youve only got a few fleeting hoursto take it all in, why spend half your time wanderingaround trying to get your bearings?


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SOME LINGUISTIC RESEARCHQUESTIONS WHICH HAVE

BEEN INVESTIGATED Lexical aspects: collocations of main

keywords in a corpus of tourist

information texts Syntactic aspects: degree of complexity innoun phrases taken from a subcorpus ofbrochures and travelogues

Textual aspects: marked themes in touristinformation texts


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THANK YOUFOR YOURATTENTION

LITTLE BY LITTLE, ONE

TRAVELS FAR (Tolkien)

tourism as specialised discourse

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