期刊名称：Ager. Revista de Estudios sobre Despoblación y Desarrollo Rural
印刷版ISSN：1578-7168
出版年度：2014
期号：17
页码：35-64
语种：English
出版社：Centro de Estudios sobre la Despoblación y Desarrollo de Áreas Rurales
摘要：This paper aims to discuss the ways in which the rural and rurality are represented through the national tourism promotional campaigns in Portugal since the 80s. The background for this debate is the transformation of many rural areas from productive spaces to consumable places, with tourism playing a paramount role in these rural restructuring processes. In promotional materials and campaigns, rural contexts are frequently presented as ‘idyllic’, ‘authentic’ and ‘genuine’ offering a wide range of experiences to the visitor. The empirical evidence produced from the content analysis of 33 posters and 19 promotional videos issued between 1986 and 2012 by the national tourism body, reveals a significant change from a representation of the rural as ‘old’, ‘static’, ‘unchanged’ and ‘untouched’ to its current representation as ‘young’, ‘active’, ‘enthusiastic’, ‘emotional’ and ‘experiential’, much more oriented (since the middle of the 90’s) to the commodification and consumption of the countryside.
其他摘要：This paper aims to discuss the ways in which the rural and rurality are represented through the national tourism promotional campaigns in Portugal since the 80s. The background for this debate is the transformation of many rural areas from productive spaces to consumable places, with tourism playing a paramount role in these rural restructuring processes. In promotional materials and campaigns, rural contexts are frequently presented as ‘idyllic’, ‘authentic’ and ‘genuine’ offering a wide range of experiences to the visitor. The empirical evidence produced from the content analysis of 33 posters and 19 promotional videos issued between 1986 and 2012 by the national tourism body, reveals a significant change from a representation of the rural as ‘old’, ‘static’, ‘unchanged’ and ‘untouched’ to its current representation as ‘young’, ‘active’, ‘enthusiastic’, ‘emotional’ and ‘experiential’, much more oriented (since the middle of the 90’s) to the commodification and consumption of the countryside.
