Caminos de… Portugal. Literary promotion and cultural tourism in the exhibition of the Guest of Honour at the 76th Madrid Book Fair (2017)
Abstract
This paper analyses the literary exhibition presented in the Portuguese pavilion at the 76th Madrid Book Fair in 2017, at which Portugal took part as Guest of Honour. The work focuses on means and semiotic modalities of processing literature in the self-representation system of a cultural, political entity. At the hand of the exhibition and its tools, phenomena of transposition of the literary text in other media are examined, as well as mutual influences between the literary field and other fields, in order to promote a country and its national heritage with purpose of cultural tourism. Portuguese participation at the Madrid Book Fair is an example of broader cultural policies that aim to create attractive images of a country or its cities as tourist goals through their staging by means of narratives and fiction.
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