Article published in:
Languages in Contrast
Vol. 16:2 (2016) ► pp. 191–212

Shaping the glo/cal in Greek–English tourism advertising

A critical cosmopolitan perspective

| Ministry of Tourism (Greece)
| National and Kapodistrian University of Athens (Greece)
The study explores mediated identity construction on the local and global stage, in Greek-English tourism material. It examines sample data, drawing on the Greek National Tourism Organization website, to identify shifts in the Greek and English versions of the data using Swain’s (2009) model of critical cosmopolitan orientations. The critical cosmopolitan framework is shown to be instrumental in revealing identity construction tendencies in the two versions, which shape the interaction of host and visitor, the destination and the travel experience. Findings raise awareness of how identities are perceived and constructed in the tourism business and of the formative potential of these practices on discourses. They also have consequences for training practices in tourism advertising, the translation of identities and self-representation practices. Results are expected to carve a path towards raising awareness of the complexities involved in cultural communication and the construction of messages.
Keywords: digital texts, identity construction, Greek/English, cosmopolitanism, discourse, tourism
Published online: 29 September 2016
https://doi.org/10.1075/lic.16.2.02kef
References

References

Akaka, M.A. and Alden, D.L.
2010 Global brand positioning and perceptions: international advertising and global consumer culture. International Journal of Advertising. 29 (1) 37–56. CrossrefGoogle Scholar
Archakis, A. and Tzanne, A.
2009 Constructing social identities through story-telling: Tracing Greekness in Greek narratives. Pragmatics 19 (3): 341–360. CrossrefGoogle Scholar
Bielsa, E.
2010 Cosmopolitanism, translation and the experience of the foreign. Across Languages and Cultures 11 (2): 161–174. CrossrefGoogle Scholar
2012 Beyond hybridity and authenticity: Globalisation, translation and the cosmopolitan turn in the social sciences. Synthesis 4: 17–35.Google Scholar
Bourdieu, P.
2000 Language and Symbolic Power. In The Discourse Reader, A. Jaworski and N. Coupland (eds.), 502‐513, Routledge: London.Google Scholar
Cronin, M.
2006 Translation and Identity. London and New York: Routledge.Google Scholar
Coupland, N.
(ed.) 2010 The Handbook of Language and Globalization. Oxford: Wiley-Blackwell. CrossrefGoogle Scholar
Daskalaki, M.
2012 Personal Narratives and Cosmopolitan Identities: An Autobiographical Approach. Journal of Management Inquiry. 21 (4): 430–441. CrossrefGoogle Scholar
Delanty, G.
2006 The Cosmopolitan imagination: critical cosmopolitanism and social theory. The British Journal of Sociology 57 (1): 25–47. CrossrefGoogle Scholar
2011 Cultural diversity, democracy and the prospects of cosmopolitanism: a theory of cultural encounters. The British Journal of Sociology 62 (4): 633–656. CrossrefGoogle Scholar
Djafarova, E. and Andersen H.C.
2008 Contribution of figurative devices to representation of tourism images. Journal of Vacation Marketing 14 (4): 291–303. CrossrefGoogle Scholar
Gunesch, K.
2005 Cosmopolitanism as a transnational identity form in the time of globalization. http://​www​.iiqi​.org​/C4QI​/httpdocs​/qi2005​/papers​/gunesch​.pdf (last accessed December 28, 2014).
Hall, S.
1996 The question of cultural identity. In Modernity: An introduction to modern societies, S. Hall, D. Held, D. Hubert and K. Thomson (eds), 595–634, Cambridge, Mass. and Oxford: Blackwell.Google Scholar
Hatim, B.
2004. Culture as practices: the translation of the tourist brochure as a genre. In Pragmatics at work: The Translation of tourist literature, N. Errasti, M. Pilar,R. Murillo, S. Ornat (eds.), 15–27. Bern: Peter Lang.Google Scholar
Herbig, P.A.
1998 Handbook of cross-cultural marketing. New York: Routledge.Google Scholar
Holliday, A.
1999 Small cultures. Applied Linguistics 20 (2): 237–264. CrossrefGoogle Scholar
Jaworski, Adam, Pritchard, Annette
(eds.) 2005 Discourse, communication and tourism. Clevedon: Channel View Publications.Google Scholar
Jaworski A. and Thurlow C.
2010 Language and the globalizing habitus of tourism: Toward a sociolinguistics of fleeting relationships. In the handbook of language and globalization N. Coupland, (ed). 255–286. Oxford: Wiley-Blackwell. CrossrefGoogle Scholar
Johnson, P.C.
2014 Cultural literacy, cosmopolitanism and tourism research. Annals of Tourism Research. 44: 255–269. CrossrefGoogle Scholar
Kefala, S.
2014 The role of translation in tourism advertising. Ph.D. Thesis. Faculty of English Language and Literature. National and Kapodistrian University of Athens.Google Scholar
Kövecses, Z.
2005 Metaphor in culture. Cambridge: Cambridge University Press. CrossrefGoogle Scholar
Kress, G. and van Leeuwen T.
1996 Reading images: The grammar of visual design. London: Routledge.Google Scholar
Lakoff, G. and Johnson M.
1980/2003 Metaphors we live by. Chicago and London: The University of Chicago Press.Google Scholar
Moira, P., Mylonopoulos, D., Parthenis, S.
2011 A sociological approach to wedding travel. A case study: Honeymooners in Ioannina. Greece. In Proceedings of the 2011 Annual International Society of Travel and Tourism Educators (ISTTE) Conference , F. Hummel (ed.), October 20-22, 2011 in Miami, USA, 23, 77–97, St. Clair Shores, MI: International Society of Travel and Tourism Educators.
Molz, G.J.
2004 Tasting an imagined Thailand: Authenticity and culinary tourism in Thai restaurants. In Culinary Tourism, L.M. Long (ed.), 77–93, Kentucky: The University Press of Kentucky.Google Scholar
2007 Eating difference: The cosmopolitan mobilities of culinary tourism. Space and Culture 10 (1): 77–93. CrossrefGoogle Scholar
Morgan, N. and Pritchard, A.
1998/1999 Tourism promotion and power. Chichester: John Wiley.Google Scholar
Said, E.
1977 Orientalism. London: Penguin. Google Scholar
Salazar, N.B.
2010 Tourism and cosmopolitanism: A view from below. International Journal of Tourism Anthropology 1 (1): 55–69. CrossrefGoogle Scholar
2012 Tourism imaginaries: A conceptual approach. Annals of Tourism Research 39 (2): 863–882. CrossrefGoogle Scholar
Sidiropoulou, M.
1998 Advertising in translation: English vs. Greek. Meta 43 (2): 191–204. CrossrefGoogle Scholar
2004/2008 Linguistic Identities through Translation. Amsterdam and New York: Rodopi.Google Scholar
2008 Sticky captions: Genre-internal variation in print-based ad translating. Meta 53 (2): 471–489. CrossrefGoogle Scholar
Smecca P.D.
2009 Tourist guidebooks and the image of Sicily in translation. Perspectives – Studies in Translatology 17 (2): 109–119. CrossrefGoogle Scholar
Swain, B.M.
2009 The cosmopolitan hope of tourism: Critical action and worldmaking vistas. Tourism Geographies: An International Journal of Tourism Space, Place and Environment 11(4): 505–525. CrossrefGoogle Scholar
Szerzynski, B. and Urry, J.
2006 Visuality, mobility and the cosmopolitan: Inhabiting the world from afar. The British Journal of Sociology 57(1): 113–131. CrossrefGoogle Scholar
Thurlow, C. and Jaworski, A.
2010 Tourism discourse: Language and global mobility. New York: Palgrave Macmillan.Google Scholar
Torresi, I.
2010 Translating promotional and advertising texts. Manchester: St. Jerome.Google Scholar
Valdeón, R.A.
2009 Info-promotional material discourse and its translation: The case of the Asturian tourist board texts. Across Languages and Cultures 10(1): 21–47. CrossrefGoogle Scholar
Cited by

Cited by 3 other publications

Hasselgård, Hilde
2020. Corpus-based contrastive studies. Languages in Contrast 20:2 ► pp. 184 ff. Crossref logo
Kefala, Stavroula
2021. The pragmatics of translated tourism advertising. Journal of Pragmatics 173 ► pp. 88 ff. Crossref logo
Sidiropoulou, Maria
2019. Refiguring Asianness in tourism advertising. Translation and Translanguaging in Multilingual Contexts 5:2 ► pp. 121 ff. Crossref logo

This list is based on CrossRef data as of 08 march 2021. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.