文章基本信息

标题：The Representation of Malaysian Cultures in Tourism Brochures
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作者：Hanita Hassan ; Hanita Hassan
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：118
页码：140-151
DOI：10.1016/j.sbspro.2014.02.019
语种：English
出版社：Elsevier
摘要：AbstractMalaysian tourism is a fast growing industry and this is the result of aggressive promotional activities by Malaysian Tourism Board. Having realised the importance of tourism industry in Malaysia, this paper aims to discuss the ways in which linguistic and non-linguistic modes are juxtaposed in representing Malaysian cultures. Malaysian tourism brochures featuring Penang, Malacca and Sarawak were analysed using multimodal discourse framework. The linguistic cues and visual images that portray Malaysian cultures were determined. The findings of this study show that there are five cultural elements represented in Malaysian tourism brochures. The cultural elements are people, festivals, traditional lifestyles, traditional music and traditional games. These cultural elements are signaled by specific linguistic cues and visual images.
关键词：Malaysian culture;tourism brochures;linguistic modes;non linguistic modes;cultural elements