CONSUMING DESTINATIONS: A POST-COLONIAL CRITICAL DISCOURSE ANALYSIS, JAMAA EL FNA AS A CASE STUDY

Meriem Rafik, Jamaa Ouchouid

Abstract


This study highlights the way the advertising industry uses language as a discursive medium to sell the tourism destination of Marrakech: Jamaa el Fna to western target audiences. Furthermore, this study focuses on a critical discourse analysis as a vision to uncover how power-oriented discourse is applied in textual references to sell tourism destinations.

 

تسلط هذه الدراسة الضوء على الطريقة التي تستخدم بها صناعة الإعلان اللغة وسيلة خطابية لبيع مراكش وجامع الفنا وجهة سياحية للجمهور الغربي المستهدف. تركز هذه الدراسة على التحليل النقدي للخطاب باعتباره رؤية للكشف عن كيفية تجسد السلطة في الخطاب وفي المراجع النصية الهادفة إلى بيع الوجهات السياحية.

 

Cette étude met en évidence la manière dont l'industrie de la publicité utilise le langage comme support discursif pour vendre la destination touristique de Marrakech : Jamaa el Fna à des publics cibles occidentaux. En outre, cette étude se concentre sur une analyse critique du discours en tant que vision pour découvrir comment le discours orienté vers le pouvoir est appliqué dans les références textuelles pour vendre des destinations touristiques.

 

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Keywords


language, post-colonialism, orientalism, imperialism, culture, discourse, tourism advertising, discourse analysis / اللغة، ما بعد الكولونيالية، الاستشراق، الامبريالية، الثقافة، الخطاب، الإعلان السياحي، تحليل الخطاب / langage, postcolonialisme, orientalism

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References


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Van Dijk, T. A. (2003). Ideology and Discourse: A Multidisciplinary Introduction (p. 59). Retrieved from https://discourses.org/wp-content/uploads/2022/07/Teun-A.-van-Dijk-2003-Ideology-and-discourse.pdf

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DOI: http://dx.doi.org/10.46827/ejlll.v9i1.586

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