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Promotional tourism discourses after the arabian springs : for a discourse analysis with a didactic aim in FOS





This research focuses on the influences of the "Arab Spring" on the tourist discourse that we approach under two argumentative modalities: tourism advertising and tourism promotion. To deal with this issue, we have collected an iconotexual corpus (text + image) among media resources very varied, distributed between 2011 and 2015 by two representative countries for the scale of their tourism activity (Egypt and Tunisia).The analysis of this corpus is based on the assumption that the various speech genres of our corpus are based on a linguistic and visual conception that is relatively different from the information according to the speech genre and the target on the one hand, and according to the cultural underpinning and psychosocial of a complex virtual ideological image in adequacy with the post-crisis on the other hand. The theoretical framework puts forward this complex virtual image in the form of "imagery", a central psychosocial concept in advertising and tourism promotion thanks to its ability to associate the cultural heritage of representations of the past with expectations, dreams and the wishes aroused by the future tourist adventure put on display in this imagery. The theoretical framework anchors the imagery in different speech genres from their constituent dimensions as the textual, socio-physical and material dimensions in order to identify the linguistic process implemented by the speech genre responsible for the reading contract with the recipient and the mobilization of cultural content.Tunisia and Egypt have not responded in the same way to the impact of the new post-crisis political and security context. Indeed, while Egypt has been content with the classic reproduction of tourist imagery based on the variety of its pharaonic heritage by removing the issue of the geopolitical evolution of spring in post-crisis in its imagery, Tunisia, for its part, has resorted to the combination of discursive and visual argumentation founding an imagery that combines not only tradition and architecture but also the security and modernity of intense tourist experiences.In addition, the Tunisian corpus has been more open to creativity, compared to the Egyptian corpus, through the integration of new very varied genres such as economic or political news articles, literary chronicles, etc. The post-crisis adaptation of the content in a wider range of speech genres from which we have been able to identify the semiolinguistic characteristics through an analysis conducted from a specifically designed grid which has subsequently been translated into didactic translation in the proposal for a French module for Specific Objective (FSO) aimed at acquiring specific professional skills for future tourism professionals in certain Middle Eastern countries whose socio-linguistic context of French is similar to the Egyptian context.

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