Construction of China’s National Identity in An Australian Travel Brochure ─ A Critical Discourse Analysis Perspective

Jie ZHANG

Abstract



As promotional advertising discourses, travel brochures are the direct products of travel institutions’ ideology, as well as a major medium for addressees’ perceiving tourist sites. In cross-cultural context, the travel brochure of China produced by Australian Helen Wang travel agency constructed a specific national identity catering for tourists’ seeking novelty. From a Critical Discourse Analysis perspective, Systemic Functional Grammar is effective in interrogating the institutional ideology behind this discourse.
Keywords: travel brochure; ideology, Critical Discourse Analysis, Systemic Functional Grammar
Résumé: En tant que discours de publicité de promotion, les brochures de voyage sont les produits directs de l’idéologie des institutions de voyage, et également un média majoritaire pour le porte-parole des sites touristiques. Dans un contexte interculturel, la brochure du voyage de la Chine produite par l’agence australien de voyage Helen WANG a établit une identité particulière nationale en lançant des nouveautés de découverte pour les touristes. A travers une analyse de la perspective dans un discours critique, la grammaire fonctionnelle et systématique est effective dans l’enquête de l’idéologie institutionnelle derrière ce discours.
Mots-clés: brochure de voyage, l’idéologie, discours critique, la grammaire fonctionnelle et systématique

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DOI: http://dx.doi.org/10.3968/j.css.1923669720060201.011

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