Identidad social y discursiva del turista: su construcción a partir de la oferta de valores abstractos

Rosana Dolón

Resumen


Este artículo examina cómo la página web hotelera mercantiliza valores simbólicos abstractos, y de qué manera ello incide en la construcción discursiva de un actor social ‘turista’. Para ello se propone un análisis cualitativo desde el marco del Análisis Crítico del Discurso, concretamente desde la vertiente socio-cultural de Fairclough (2002), que a su vez parte del sistema de transitividad de Halliday (1985). Considerar la mercantilización de los valores abstractos resulta interesante en este contexto, pues se podría pensar que los hoteles ofrecen ante todo bienes/servicios concretos y no valores abstractos. Sin embargo, la representación mental de lo placentero y deseable en el turista, de lo que se le ofrece en calidad de consumidor, se revela en principio como concepto abierto, no delimitado. Se ha analizado un corpus de 189 muestras de páginas web hoteleras en inglés, de hoteles de cuatro y cinco estrellas. Los resultados confirman que la oferta de lo abstracto y su semiótica van ligados a la categoría turística en la que se inscriben. Igualmente apuntan a una interesante dialéctica entre la construcción discursiva del hotel y la representación discursiva del actor social turista. Este trabajo hace aportaciones de orden discursivo, metodológico y socio-cultural al estudio de la identidad en el contexto del turismo.

Citas


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Círculo de Lingüística Aplicada a la Comunicación.
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