Communication and Cultural Memory in Contemporary Tourism Media Products: Culture-specific and Cross-cultural Perspectives

Abstract

Communication practices which are a part of the contemporary media-culture are intrinsically tied to the processes of (re)creating collective identities. One of the possible strategies in the frame of the mediated communication practice is to connect traditional ele-ments of cultural memory with new ones, which are declared as preferable and acceptable. In that way the collective identity remains, on the one hand, “homoge-neousâ€, offering stability to the members of communica-tion community, on the other hand, it is subject to change and dynamics, always “ready†to be reshaped in order to achieve wider acceptance. The tourism media products, especially tourism promotion videos, are the best examples for this mediated communication prac-tice. The visual images, combined with text messages, i.e. slogans, are not only some of the most important narrative mechanisms in the presentation of certain tourist destination, they are also the key elements of the mediated collective cultural memory and identity of the respective country presented in the tourism promotion videos. The main goal of this article is to examine the represen-tation and composition forms of some of the tourism promotion videos both from the Balkan countries as well as from other regions worldwide related especially to the elements of the cultural memory in order to de-fine culture-specific and cross-cultural strategies rele-vant to the creation of the collective identity. The analy-sis is based on the Critical Discourse Analysis, respec-tively the analytical framework of the “Grammar of Vis-ual Design†by Kress/van Leeuwen.