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THE MEANING OF TOURISM DISCOURSE AND ITS CHARACTERISTICS Kaiyrbekova A.B. (Republic of Kazakhstan)
Kaiyrbekova Aigerim Bolatkyzy - Graduate Student, DEPARTMENT OF ORIENTAL PHILOLOGY AND TRANSLATION, DIRECTION OF STUDY - LINGUISTIC TRANSLATION STUDIES, KAZAKH NATIONAL PEDAGOGICAL UNIVERSITY NAMED AFTER ABAI, ALMATY, REPUBLIC OF KAZAKHSTAN
Abstract: in connection with the growing pace of tourism development, as well as in connection with the growing popularity of certain tourist destinations, the question of the existence of the so-called tourism discourse remains relevant. In this article, this concept is disclosed, its main parameters and characteristics are given.
Keywords: tourism, discourse, tourism discourse, tourism texts, mini-catharsis, travel industry.
ЗНАЧЕНИЕ ТУРИСТСКОГО ДИСКУРСА И ЕГО ХАРАКТЕРИСТИКИ Кайырбекова А.Б. (Республика Казахстан)
Кайырбекова Айгерим Болаткызы - аспирант, кафедра восточной филологии и перевода. направление подготовки - лингвистическое переводоведение, Казахский национальный педагогический университет им. Абая, г. Алматы, Республика Казахстан
Аннотация: в связи с растущими темпами развития туризма, а также в связи с ростом популярности отдельных туристических направлений остается актуальным вопрос о существовании так называемого туристического дискурса. В данной статье раскрыто данное понятие, приведены его основные параметры и характеристики.
Ключевые слова: туризм, дискурс, туристический дискурс, туристические тексты, мини-катарсис, туриндустрия.
Tourism is a massive socio-economic phenomenon on a global scale. There is no other area where so many different cultures intersect. A person will never lose interest in something new, so tourism becomes more and more popular every year. As a result, the interaction between the bearers of different cultures becomes global. Currently, the tourism industry is constantly growing and developing, and, at the same time, there is a need to learn foreign languages. Accordingly, it is necessary to pay special attention to the phenomenon of tourism discourse.
First of all, it is necessary to clarify what we mean by the terms discourse and tourism discourse, since scientists offer many definitions of the first, and the second one does not have a clear definition at all. In defining the discourse, we will proceed from the thesis of T.A. van Dijk, according to which "Discourse is an actually pronounced text associated with communication in a particular professional sphere, for example, "news discourse", "political discourse", "scientific discourse"" [1, 75 p.].
Most scholars believe that the definition of discourse should emphasize its most important formal, functional and situational characteristics. So, from the point of view of form, discourse is a formation that exceeds in its volume the sentence and is correlated with such linguistic units as a complex syntactic whole and a text. From a functional point of view, discourse is a set of functionally organized and contextualized uses of language. The situational characteristic of discourse is that discourse necessarily contains a set of social, cultural and pragmatic factors that lie outside the linguistic matter itself, but have a direct impact on the production of speech [2, 5 p.].
The generally accepted and popular form of discourse typology was developed by V.I. Karasik. The basis of this a classification is to whom the discourse is directed. He distinguishes between two types of discourse: individual (person-oriented) and institutional. In the first case, the speaker acts as a person in all the riches of his inner world, in the second case - as a representative of a particular social institution. Individual discourse, in turn, works in two main varieties: everyday life and everyday communication. Institutional discourse is a relationship within the status-role relationship. Here we can talk about the following types of institutional discourse: political, diplomatic, administrative, legal, military, pedagogical, religious, mystical, medical, business, advertising, sports, scientific and mass information [3, 9 p.].
Tourism discourse implies the communication of people who do not belong to a particular social group or linguistic community. Despite this fact, the communicants have a clear idea of the genre features of the tourism discourse, as well as the organization and methods of information exchange. During communication in the field of tourism, there is an overlap and, in a kind, interweaving of information and linguistic pictures of the world,
since tourism is a mass phenomenon. This was facilitated by global development and the spread of production and consumption of tourism goods and services.
Tourism discourse is a special mass informational and status-oriented institutional discourse. Tourism discourse is understood as a set of texts that are a product of speech activity in the field of tourism. Each type of discourse has both an ideal sender of a speech message and an ideal addressee. The discourse under study is presented mainly by media texts, due to the intangibility and intangible nature of many phenomena that are described in the tourism discourse. These media texts are used as tools for describing and creating a certain social reality [4, 111 p.]. Due to the media nature of tourism discourse, it interacts with other types of discourse (advertising, scientific), which determines the use of strategies and values in the tourism discourse.
Tourism discourse has features of a colloquial style, with the help of which a more trusting atmosphere and a close communication tone are achieved. As already noted, tourism discourse includes intercultural communication, therefore, tourism texts form a special, peculiar environment, where established ideas and images concerning the national character of different peoples are formed and reflected [5, 618 p.].
The specificity of this discourse lies mainly in the field of its use in the field of tourism. The addressee is involved in an alternative activity that accompanies the rest. This is facilitated by the argumentative resources of the tourism discourse. The fixed result of the tourism discourse is presented in the form of secondary written texts. The most common of them are designed within the discourse genres of travel brochures, booklets, web sites and etc. These genres are characterized by encyclopedic nature, which provides the completeness of information. At the same time, it is represented not only by textual means, but also by illustrations, diagrams, tables, pictograms, etc. This is aimed at providing the most concise information, since this is the most effective way of influencing the addressee.
The sender and addressee of the tourism discourse have institutional and discursive characteristics. They have a direct impact on the production of discourse. The addressee factor acquires particular importance in the organization of argumentation, namely, the diversity, anonymity, and the multiplicity of the addressee of the tourist discourse. Competence and didacticity are an integral characteristic of both anonymous and collective sender of tourism discourse. As a rule, senders act as a discursive expert and present information as a recommendation of professional specialists. Thanks to linguistic means reflecting the chronotope, there is a localization of communication situations associated with tourism. In the discourse under study, a real picture of space and time is presented in order for the tourist to navigate the terrain, taking into account the time frame. In addition, in the tourism discourse, the verbalization of the subjective vision of the chronotope is carried out to convey impressions of the trip and experiences during it [4, 112 p.].
In tourism discourse, for example, in the texts of travel guides, there are inclusions of statements that build the chronotope of travel into it. Also, special attention in the structure of the guidebooks is paid to the description of the rituals. Rituals are part of the cultural archaic, but modern man continues to maintain a craving for their degenerate forms, for example, games, dressing up, special types of food and drink. Copying the standard actions of another ethnic group is a kind of trying on someone else's "mask", including in the imagination when reading the guidebook [6, 42 p.].
In the emotive component of tourism discourse, text fragments make the reader experience mini-catharsis, the experience of archetypal fears and liberation from them. In real life, once in this place, a tourist tries to reproduce the same feelings. At the same time, he understands that, apart from what he read, the locality itself does not carry such an emotional charge. Tourism discourse accompanies the product being sold, and is also an important component of the product [3, 14 p.].
Another emotional component of the tourism discourse, namely the travel guide, is funny stories, jokes, ironic lunges. Such textual inclusions do not solve the problem of intercultural communication, but helps to neutralize the fear of the unknown, help to overcome culture shock and contribute to adaptation [6, 44 p.].
Thus, tourism discourse is understood as a set of texts that are a product of speech activity in the field of tourism. It was revealed that this type of discourse has a number of features that have been formed due to the need to optimize intercultural communication.
The specificity of the tourism discourse, among other things, lies in a special lexical composition. Its core zone is characterized by a high density of units that contribute to the expansion of the cultural competence of the addressee: special and high vocabulary, historicisms, ethnographisms, exoticisms, barbarisms. The cognitive function of tourism discourse is carried out, in particular, through a significant expansion of the addressee's vocabulary.
References / Список литературы
1. Van Dijk, Teun A. Discourse as Structure and Process // Discourse Studies: A Multidisciplinary Introduction.
Vol. 1. London, 1997. Р. 63-111.
2. Muzykant V.L. Teoriya i praktika sovremennoy reklamy. CH. 1. M., 1998.
3. Karasik V.I. O tipakh diskursa [Tekst] // YAzykovaya lichnost': institutsional'nyy i personal'nyy diskurs: Sb. nauch. tr. Volgograd, 2000. S. 5-20.
4. Mikhaylova L.M. Metafora v turisticheskom diskurse i sposoby yeye perevoda // Gumanitarnyye i sotsial'nyye nauki. Rostov-n/D: SKNTS VSH YUFU, 2013. № 3. S. 111-113.
5. Mikhaylova L.M. Osnovy turisticheskogo diskursa v sovremennom angliyskom yazyke // Gumanitarnyye i sotsial'nyye nauki. Rostov-n/D: SKNTS VSH YUFU. 2013. № 2. S. 618-620.
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