O fôlder turístico: descrição e análise sociorretórica

Abstract

This paper presents a research whose object of study is the tourist folder. The relevance of this work is due to the fact that the tourist folder is a genre of frequent use in an important activity of the third sector of the economy – the Tourism. The corpus was composed by 152 authentic tourism folders which were collected in travel agencies and other institutions related to tourism. The study revealed that their main characteristic is the multimodality, through the effective use of written text, images, colors, layouts, maps etc. The study considered already established controversy between the notions of support of genres and textual genres, discussed also by Marcuschi (2003), being the folder, first of all, a supporter of genres. Actually, the folder is a means of communication of constant use in various discursive domains, serving particularly to the outreach activities, Marketing, advertising and propaganda. However, based on reflections endorsed by several researchers like Bakhtin (2007) and Swales (1990), the author used as a defining criterion for the textual genre studied, the communicative purpose, which gives the folder an identity that guarantees its conditions for acceptance and functionality recognized in the social spheres where it circulates. This is a complex genre in which we see also the deployment of its purposes, which may vary between tourist disclosure, usually from institutional nature, cultural promotion and sales of touristic packages and destinations. Based on Bhatia (1993), this study followed an analysis script that tried to describe the discursive and enunciative aspects of the genre in question, under a socio rhetorical perspective, describing also their recurrence in terms of the text structure and language resources.