Estereotipia y localización en el discurso turístico

Abstract

In online tourism discourse, stereotypes are conveyed by the different semiotic codes. They back up specific argumentative lines and mould image isotopies, helping to create a tailor-made, ready-to-visit destination. The description of the Otherness, which is based on implicit, power-based relationships between visitors and the host community, is felt as arbitrary and timeless. Therefore, as parts of a specific type of discourse, transnational as well as cultural hetero- and auto-stereotypes are meaningful. Their localization can be approached according to particular editing policies and space-time parameters.