‘No country for old people’ Representations of the rural in the Portuguese tourism promotional campaigns
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| Format: | Artículo científico |
| Language: | en |
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Centro de Estudios sobre la Despoblación y Desarrollo de Áreas Rurales
2014
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| _version_ | 1876462845787373568 |
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| author | Elisabete Figueiredo |
| author_facet | Elisabete Figueiredo |
| contents | ‘No country for old people’ Representations of the rural in the Portuguese tourism promotional campaigns Elisabete Figueiredo Cândido Pinto Diogo Soares da Silva Catarina Capela Demografía rurality rural areas Content analysis reconfiguration processes tourism promotional materials 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. 2014 artículo científico 1578-7168 https://www.redalyc.org/articulo.oa?id=29632345003 en http://www.redalyc.org/revista.oa?id=296 Ager. Revista de Estudios sobre Despoblación y Desarrollo Rural application/pdf Centro de Estudios sobre la Despoblación y Desarrollo de Áreas Rurales Ager. Revista de Estudios sobre Despoblación y Desarrollo Rural (España) Num.17 |
| format | Artículo científico |
| id | redalyc_29632345003 |
| institution | Redalyc |
| language | en |
| publishDate | 2014 |
| publisher | Centro de Estudios sobre la Despoblación y Desarrollo de Áreas Rurales |
| spellingShingle | ‘No country for old people’ Representations of the rural in the Portuguese tourism promotional campaigns Elisabete Figueiredo Demografía rurality rural areas Content analysis reconfiguration processes tourism promotional materials ‘No country for old people’ Representations of the rural in the Portuguese tourism promotional campaigns Elisabete Figueiredo Cândido Pinto Diogo Soares da Silva Catarina Capela Demografía rurality rural areas Content analysis reconfiguration processes tourism promotional materials 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. 2014 artículo científico 1578-7168 https://www.redalyc.org/articulo.oa?id=29632345003 en http://www.redalyc.org/revista.oa?id=296 Ager. Revista de Estudios sobre Despoblación y Desarrollo Rural application/pdf Centro de Estudios sobre la Despoblación y Desarrollo de Áreas Rurales Ager. Revista de Estudios sobre Despoblación y Desarrollo Rural (España) Num.17 |
| title | ‘No country for old people’ Representations of the rural in the Portuguese tourism promotional campaigns |
| topic | Demografía rurality rural areas Content analysis reconfiguration processes tourism promotional materials |
| url | https://www.redalyc.org/articulo.oa?id=29632345003 |