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Social semiotics: realizing destination image by means of cultural representations

Hassan, Hanita (2015) Social semiotics: realizing destination image by means of cultural representations. International Journal Of Social Science And Humanity, 5 (1). pp. 149-153. ISSN 2010-3646

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Official URL: http://dx.doi.org/10.7763/IJSSH.2015.V5.443


This paper discusses the ways in which cultures are used as a part of tourism commodities to realize destination image. Tourism advertisements were analyzed using multimodal discourse framework. The findings show that both, linguistic and nonlinguistic, modes complement each other as social semiotic resources in realizing cultures as destination image. Different ethnic groups that reside in Malaysia and traditional lifestyles which compose Malaysian cultures are linguistically described as to instill the sense of pleasure, impressiveness and recreational. On the other hand, images that portray Malaysian cultures, for example, people from different ethnicities, traditional costumes and traditional houses are found to be exclusively adopted in tourism advertisements as persuasive tools.

Item Type:Article
Uncontrolled Keywords:Culture, meaning making
Subjects:H Social Sciences > H Social Sciences (General)
ID Code:60420
Deposited By: Haliza Zainal
Deposited On:24 Jan 2017 02:54
Last Modified:07 Apr 2022 00:48

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