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Paradisal discourse: A critical analysis of marketing and consuming Hawaii

Paradisal discourse: A critical analysis of marketing and consuming Hawaii The marketing of certain tourist destinations can be analyzed as discourse that conveys meaning to the consumer and to the consumed. This discourse, which I refer to hereafter as paradisal discourse, is a combination of Orientalism, travel writing, discourse of the Primitive, and diverse forms of Otherness. This paper begins with an exploration of discourse as a tool of knowledge and of power, illustrated through a detailed assessment of Said's Orientalism and other relevant works and concepts. The discourses of “Orientalism,” “primitivism” and travel writing are likened to the paradisal discourse found in the marketing of certain types of tourist destinations. The second section of the paper presents an historical and cultural analysis of the concept of paradise in Western society, summarizing the elements which, over time, have come to form this distinctive discourse. The third section of the paper assesses the way in which this discourse forms the framework by which a specific tropical paradise, Hawaii, is marketed and consumed today. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

Paradisal discourse: A critical analysis of marketing and consuming Hawaii

Costa, Janeen Arnold
Consumption Markets and Culture , Volume 1 (4): 44 – Jan 1, 1998
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References (64)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253866.1998.9670305
Publisher site
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Abstract

The marketing of certain tourist destinations can be analyzed as discourse that conveys meaning to the consumer and to the consumed. This discourse, which I refer to hereafter as paradisal discourse, is a combination of Orientalism, travel writing, discourse of the Primitive, and diverse forms of Otherness. This paper begins with an exploration of discourse as a tool of knowledge and of power, illustrated through a detailed assessment of Said's Orientalism and other relevant works and concepts. The discourses of “Orientalism,” “primitivism” and travel writing are likened to the paradisal discourse found in the marketing of certain types of tourist destinations. The second section of the paper presents an historical and cultural analysis of the concept of paradise in Western society, summarizing the elements which, over time, have come to form this distinctive discourse. The third section of the paper assesses the way in which this discourse forms the framework by which a specific tropical paradise, Hawaii, is marketed and consumed today.

Journal

Consumption Markets and Culture – Taylor & Francis

Published: Jan 1, 1998

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