Staged Authenticity and
Promotional Discourse in
Alcohol Tourism: The Case of
the Guinness Storehouse
A Multimodal and Critical Discourse Analysis by Gloria Failla
by Gloria Failla
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discourse analysis - progetto, Schemi e mappe concettuali di Lingua Inglese
progetto su discourse analysis, ppt sulla staged authenticity.
Tipologia: Schemi e mappe concettuali
2024/2025
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Staged Authenticity and
Promotional Discourse in
Alcohol Tourism: The Case of
the Guinness Storehouse
A Multimodal and Critical Discourse Analysis by Gloria Failla
by Gloria Failla
Introduction to Alcohol
Tourism
Growing Travel
Segment
Alcohol tourism continues to expand globally, marketed as cultural and immersive experiences.
Iconic Destination
The Guinness Storehouse attracts over 1 million visitors annually to Dublin.
Critical Analysis
This study examines how language and visuals construct an "authentic" tourist experience.
Theoretical Framework
Staged Authenticity (MacCannell, 1973)
Touristic experiences are deliberately "staged" Front region vs. back region distinction Simulated access to "backstage" areas Performances disguised as authentic experiences
Tourism Promotional Discourse
Tourist texts are persuasive and selective Ideologically charged representations Strategic use of language and visuals Creates desire, identity, and meaning
The Guinness Storehouse
Experience
Entry Point
Website markets the journey through Irish culture and beer heritage.
Seven-Floor Journey
Visitors explore interactive experiences throughout the building.
Culmination
Experience concludes with a pint and panoramic Dublin view.
Cultural Integration
Brand marketing merges with national identity narratives.
Verbal Strategies in
Promotional Discourse
Linguistic Excellence
Superlatives: "iconic," "legendary," "unmissable" Creates sense of uniqueness and prestige
Action-Oriented
Language
Imperatives: "Discover," "Enjoy," "Experience" Positions visitor as active participant
Identity Construction
Presents Guinness as integral to Irish identity Transforms product into cultural symbol
Visual and Multimodal
Elements
Positive Imagery
All visuals show happy tourists and clean spaces
Negative Depictions
No images of alcohol's negative effects appear
Key Colors
Black and gold dominate the visual identity
Floor Experience
Multi-level journey creates sense of exploration
References and Further Reading
MacCannell, D. (1973) Staged Authenticity: Arrangements of Social Space in Tourist Settings
Course Material Tourism Promotional Discourse Chapter
Primary Source Guinness Storehouse Website: www.guinness- storehouse.com
Additional Resources Images and content from site analysis