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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Edited By Maurizio Gotti, Stefania Maci and Michele Sala

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.

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Digital Travel Videos as Ways of Visiting Basilicata: A Multimodal Genre Analysis (Sabrina Francesconi)


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Digital Travel Videos as Ways of Visiting Basilicata: A Multimodal Genre Analysis

1.   Introduction

This chapter is devoted to the analysis of multimodal meaning-making in a corpus of digital travel videos (DTVs). Focusing on 2.0 digital environments, it examines visual/verbal inter-semiosis as performing innovative generic configurations in travel-tourist literature. Ultimately, it seeks to explore how multimodal genre hybridity affects semiotic processes of destination image formation. The study concentrates on 18 texts uploaded over the years 2011–2013 by young and international web-artists worldwide. Of an average 4-minute length, the videos have participated in the Can’t Forget Italy contest, launched by Basilicata Destination Marketing Organization (BDMO). Hence, they variously describe, narrate and show this Italian region and, more specifically, the selected 2019 European Culture Capital of Matera. The reasons for considering these instances are threefold. First, the new, creative, hybrid and promising text genre of the digital travel diary, which has raised considerable attention among Internet users, has not yet undergone any critical investigation. Second, the co-construction of travel narratives involves the unusual active and actual involvement and co-participation of diverse tourism agents, ranging from stakeholders to travellers. Finally, the focus is on the marginalized, off-the beaten-track southern destination of Basilicata, which is indeed developing alternative forms of tourism and being recognised as being worth-visiting.

The main research question is the following: how does the DTV affect traditional ways of seeing the tourist/travel destination? In order to...

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