The Representation of Malaysian Cultures in Tourism Brochures
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Date
2014
Authors
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Journal ISSN
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Publisher
Elservier
Abstract
Malaysian 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.
Description
Procedia - Social and Behavioral Sciences 118 ( 2014 ) 140 – 151
Keywords
Malaysian culture; tourism brochures; linguistic modes; non linguistic modes; cultural elements