Resumen

RADAHI VILCHIS CHAVEZ, Angélica  y  CASTILLO NECHAR, Marcelino. Letters from Mexico to the world: the discourse of tourism promotion: A theoretical methodological approach . Trama comun. [online]. 2021, vol.25, n.2, pp.15-35. ISSN 1668-5628.

This article aims to present a theoretical-methodological approach to the analysis of tourism promotion carried out by the Ministry of Tourism in its strategy Letters from Mexico to the World. The orientation starts from the critical analysis of the discourse that the Frankfurt School makes to the cultural industry, which highlights the manipulation carried out by the media in modern society manifested -particularly- with the tourist or consumer of the message that is promoted when modeling their behavior and decision making. The methodological proposal has as its central axis the critical discourse analysis (ACD) in which the virtual three-dimensionality of tourism promotion is analyzed from three categories: textuality (written or spoken), discursive practice and social practice, instrumentalized by the Atlas.ti program. The literature review shows the line that the critical discourse analysis has followed, passing through the linguistic turn to the epistemic assessment of language and the relevance it has acquired in analyzing the discourses and texts. The main conclusion reached is that the discourse is the means by which social cultural expression is recognized, in the case of tourism promotion, its transformation as a tool for social awareness.

Palabras clave : Critical discourse analysis; Atlas.ti; Letters from Mexico to the world.

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