Cultural identity as a tool for tourism promotion in audiovisual discourse. A case study of the Comarca Minera del Mar Menor

DOI: https://doi.org/10.5209/hics.91933
Keywords: Advertising discourse, Audio-visual, Tourism promotion, Cultural identity, Tourism brand

Abstract

The study analyses 292 non-advertising audiovisuals (1940-2020) produced by NODO and RTVE to demonstrate that they constitute an alternative to tourist advertising, contributing to forging the identity of the Comarca Minera del Mar Menor. A methodology based on socio-semiotics was used, assessing three levels: contextual and reference, expression and content. An evolution of the discourse from Francoist ideology to values related to culture, heritage and leisure is revealed. The materials generate an unplanned strategic line, influencing the media discourse of tourism promotion. It is concluded that non-advertising audiovisuals are an effective alternative to advertising, adapting to new promotional paradigms, between information and persuasion.

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Author Biographies

Onésimo Samuel Hernández Gómez, Universidad de Murcia

PhD in Communication from the University of Murcia and the Universidade Nova de Lisboa. Degree in Advertising and Public Relations and Degree in Journalism from the University of Murcia. Technical Engineer in Industrial Design from the Polytechnic University of Valencia. Master's Degree in Advanced Communication Studies from the University of Murcia. Associate Professor in the area of Audiovisual Communication and Advertising at the Faculty of Communication and Documentation at the University of Murcia. Researcher member of the Corporate Communication and Consumer Research Group "Trendenlab".

Antonio Raúl Fernández Rincón, Universidad de Murcia

PhD in Communication from the University of Murcia. Degree in Advertising and Public Relations from the Complutense University of Madrid. Master's Degree in Advanced Studies in Communication from the University of Murcia. Assistant Professor in the area of Audiovisual Communication and Advertising at the Faculty of Communication and Documentation of the University of Murcia. Researcher member of the Corporate Communication and Consumer Research Group "Trendenlab".

Pedro Antonio Hellín Ortuño, Universidad de Murcia

Dean of the Faculty of Communication and Documentation at the University of Murcia. PhD in Communication from the University of Seville. Degree in Advertising and Public Relations from the Complutense University of Madrid. Master's Degree in Corporate Communication (UCM) and University Specialist in Analysis of Social Reality from the University of Alicante. Lecturer in the Faculty of Communication and Documentation at the University of Murcia. Principal Researcher of the Corporate Communication and Consumer Research Group "Trendenlab".

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Published
2024-11-29
How to Cite
Hernández Gómez O. S., Fernández Rincón A. R. y Hellín Ortuño P. A. (2024). Cultural identity as a tool for tourism promotion in audiovisual discourse. A case study of the Comarca Minera del Mar Menor. Historia y Comunicación Social, 29(2), 403-416. https://doi.org/10.5209/hics.91933
Issue
Vol. 29 No. 2 (2024): Monográfico: Fútbol, poder y comunicación: miradas críticas, resortes históricos
Section
Articles

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