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

Authors

  • Meriem Rafik Laboratory of Translation, Intercultural Dialogue and Knowledge Integration, Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco
  • Jamaa Ouchouid Laboratory of Translation, Intercultural Dialogue and Knowledge Integration, Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

DOI:

https://doi.org/10.46827/ejlll.v9i1.586

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

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.

 

Author Biographies

  • Meriem Rafik, Laboratory of Translation, Intercultural Dialogue and Knowledge Integration, Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

    Meriem Rafik is a doctoral student. She is a member of the Laboratory of Translation, Intercultural Dialogue and Knowledge Integration at the Faculty of Letters and Human Sciences, Marrakech, Morocco.

  • Jamaa Ouchouid, Laboratory of Translation, Intercultural Dialogue and Knowledge Integration, Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

    Jamaa Ouchouid is a full professor at the faculty of Letters and Human Sciences, Marrakech, Morocco. His areas of interest include Linguistics Translation, Culture and Education.

References

Gilbert, S., Balsem, J., Lioy, S., O’Neil, Z., Parkes, L., Ranger, H., & Taylor, S. d’Arc. (2021). Lonely Planet Morocco (p. 177). Retrieved from https://www.abebooks.co.uk/9781787015920/Lonely-Planet-Morocco-Perfect-exploring-1787015920/plp

Maccannell, D. (1976). Tourist. A New Theory of the Leisure Class. Schoeken Books. Retrieved from http://dx.doi.org/10.1080/11745398.2014.890513

Van Dijk, T. A. (1998). Ideology and Discourse: A Multidisciplinary Approach. Sage Publications. Retrieved from https://discourses.org/wp-content/uploads/2022/06/Teun-A.-van-Dijk-1998-Ideology.-A-Multidisciplinary-Approach.pdf

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

Van Dijk, T. A. (2001). Multidisciplinary CDA: A Plea for Diversity. In R. Wodak & M. Meyer (Eds.), Methods of Critical Discourse Analysis (pp. 108-109). Sage Publications. Retrieved from https://methods.sagepub.com/book/edvol/methods-of-critical-discourse-analysis/toc

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Published

2025-03-03

Issue

Vol. 9 No. 1 (2025)

Section

Articles