What is it about?
This article analyses how hosts and guests are visually represented in Scottish tourist brochures, paying particular attention to gender and race. It explores how these representations relate to ideas of Scottishness and Britishness. The research reveals the use of what might be called 'ethnic nationalism' in some promotional materials. Furthermore, it shows that the materials promote heteropatriarchal values through the predominance of male figures, sexist roles for women, and the frequent use of heterosexual couples, indicating that these texts are imbued with ideology, contrary to their common perception as innocuous.
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Why is it important?
This article reveals how tourism marketing can perpetuate gender and racial stereotypes while also reinforcing particular versions of national identity. By deconstructing these visual representations, the article promotes critical reflection on the power dynamics embedded in tourism and the need for more inclusive and equitable portrayals of Scotland and its people.
Perspectives
This article offers valuable insights into the subtle ways tourism materials can shape our understanding of national identity and perpetuate inequality. It highlights the importance of critically examining these images to challenge stereotypical representations and promote more inclusive and equitable portrayals of Scotland.
Dr José Igor Prieto-Arranz
University of the Balearic Islands
Read the Original
This page is a summary of: Two Markets, Two Scotlands? Gender and Race in STB's 'Othered' Scottishness, Journal of Tourism and Cultural Change, January 2004, Taylor & Francis,
DOI: 10.1080/14766820408668166.
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