El cambiante lenguaje del turismo: del monólogo al diálogo y al triálogo
DOI:
https://doi.org/10.25145/j.pasos.2012.10.053Palabras clave:
lenguaje del turismo, monólogo, modernismo, diálogo, triálogo, remodelaciónResumen
Cuando empezó a desarrollarse el “lenguaje del turismo”, el turismo formaba parte del proyecto “modernista”, cuyo discurso unilateral y monológico había surgido bajo parámetros de control social. En la actualidad, sin embargo, tenemos pruebas de que este discurso ha sufrido una transformación, debido a la difusión de la comunicación digital en Internet. En efecto, existe hoy un espíritu “postmoderno”, más igualitario, abierto al diálogo e incluso al “triálogo” entre los principales interlocutores del turismo: la industria del turismo, el turista y la comunidad receptora. Por esta razón, resulta necesaria una nueva perspectiva heurística, que refleje los cambios en tan rápida evolución. A continuación, se abordará un análisis sistemático de tres modelos constitutivos, que ilustran conjuntamente el paradigma cambiante de los medios de comunicación, hoy abiertos a la mayor democratización.
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