¿Le gusta a usted el mar? Nosotros tenemos dosel discurso audiovisual basado en la identidad cultural como elemento constituyente de la publicidad turística

Zusammenfassung

This research analyses the audiovisual discourse established, throughout history, by public institutions, through content, in principle non-advertising, as an alternative to tourist advertising. This form of audiovisual promotion is based on the dissemination of the cultural identity of the area under study, the Comarca Minera del Mar Menor (Region of Murcia - Spain). An environment whose identity is defined by its natural, cultural and human characteristics, both material and immaterial, aspects that give it a necessary differentiation within the competitive tourist market. Thus, the hypothesis of this work arises, focusing on the idea that the non-advertising audiovisual materials generated in the period 1940-2020 constitute an alternative to conventional tourist advertising and serve to build a differentiated and unique identity of the territory of the Mar Menor Mining District. In order to try to verify this hypothesis, the following objectives have been established: the understanding of the tourist phenomenon, the definition of the conformation of a tourist region such as Murcia, the determination of the lines that make up the cultural identity of the Mar Menor Mining District, in order to identify and classify the tourist resources of the area based on it, as well as the conceptualisation of the media, audiovisual and advertising discourse, with the intention of understanding the importance of the audiovisual within the holistic media discourse, in relation to tourism and the advertising discourse that can be induced in it. To achieve these objectives, in addition to the theoretical study, a methodology based on the socio-semiotic model was used and an ad hoc analysis sheet was constructed, taking into account the contextual and reference level, the level of expression, analysing the technocommunicative characteristics, and the level of content, with the aim of extracting the strategies of the discourse. Thus, we have been able to demonstrate that this type of analysis can be used to analyse materials which, although they are mainly informative, also have a clear persuasive intention. The audiovisual pieces analysed are newsreels, black and white and colour documentaries, reports and television programmes produced by public institutions between 1940 and 2020, related to the Mar Menor Mining District. As the main purpose of the content is information, the audiovisual discourse is based on authenticity, a concept that is highly valued in current tourism advertising due to its anchoring with identity and uniqueness as a guarantor, for the traveller, of a satisfactory experience. The research shows that non-advertising audiovisual materials are an effective alternative to conventional tourism advertising, and help to build a unique identity for the Mar Menor Mining District. Tourism promotion involves communicating a series of differentiating elements that convince and persuade tourists to visit the destination. The current media discourse is characterised by the fragmentation of audiences and the dissolution of formats, so content becomes the key to persuading and emotionally connecting with tourists. Link management is achieved through softer persuasion structures, smoother interactions and fewer interruptions. In this way, advertising adapts to this new scenario and the territory approaches this new paradigm through audiovisual discourse. Thus, it is shown that audiovisual discourse is a fundamental tool in tourism advertising, and it is based on the cultural identity of the territory. An ambivalent discourse, which moves between information and persuasion, to wander in an intermediate space between the margins of the established laws.