Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Two Markets, Two Scotlands? Gender and Race in STB's 'Othered' Scottishness

Two Markets, Two Scotlands? Gender and Race in STB's 'Othered' Scottishness The aim of the present work is to study the visual representation of hosts and guests in Scottish tourist brochures, paying special attention to questions of both gender and race, in order to discuss how such representations may relate to the notions of Scottishness and, ultimately, Britishness. Evidence will be provided of the use of what might be referred to as 'ethnic nationalism' on the part of some promotional materials. Moreover, all materials will be shown to advocate typical heteropatriarchal values basically through: (1) the absolute predominance of the male figure; (2) the association of the female figure to clearly sexist roles; and (3) the wide use made of the officially sanctioned, heterosexual couple; all of which indicates that tourist materials are deeply imbued with ideology and do not constitute the innocuous texts they are frequently mistaken for. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Tourism and Cultural Change Taylor & Francis

Two Markets, Two Scotlands? Gender and Race in STB's 'Othered' Scottishness

Download PDF
23 pages

Loading next page...
 
/lp/taylor-francis/two-markets-two-scotlands-gender-and-race-in-stb-apos-s-apos-othered-omsfnYjs0t

References (44)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1747-7654
eISSN
1476-6825
DOI
10.1080/14766820408668166
Publisher site
See Article on Publisher Site

Abstract

The aim of the present work is to study the visual representation of hosts and guests in Scottish tourist brochures, paying special attention to questions of both gender and race, in order to discuss how such representations may relate to the notions of Scottishness and, ultimately, Britishness. Evidence will be provided of the use of what might be referred to as 'ethnic nationalism' on the part of some promotional materials. Moreover, all materials will be shown to advocate typical heteropatriarchal values basically through: (1) the absolute predominance of the male figure; (2) the association of the female figure to clearly sexist roles; and (3) the wide use made of the officially sanctioned, heterosexual couple; all of which indicates that tourist materials are deeply imbued with ideology and do not constitute the innocuous texts they are frequently mistaken for.

Journal

Journal of Tourism and Cultural Change – Taylor & Francis

Published: Jan 1, 2004

Keywords: BRITISHNESS; GENDER; OTHERNESS; RACE; SCOTTISHNESS; TOURISM

There are no references for this article.