Students are expected to have achieved a B2 level of English (CEFR) and to possess a sound knowledge of English grammar and vocabulary, together with the reading comprehension skills necessary to engage with academic texts in English. Familiarity with basic concepts in English linguistics and discourse analysis is recommended. Students should also be able to participate actively in classroom discussions and analyse authentic English-language texts.

The course explores the relationship between texts and their cultural contexts, introducing key approaches to context in linguistics and intercultural communication (Halliday, E.T. Hall, Hofstede, Katan). It examines the role of the reader in meaning construction through the concepts of insider/outsider and model, ideal and empirical reader. Students are introduced to narrative theory, with particular attention to worldviews, gaze, stance, Baker's narrative framework, and storytelling in social media communication. The course also investigates text types and genres through Greimas' semiotic model, and analyses the language of tourism, focusing on metadiscourse, popularisation, inclusive and accessible communication, as well as representations of the Baroque and Salento. Students are also introduced to the principles of corpus linguistics and corpus-assisted discourse analysis as methodological tools for investigating authentic language use, identifying recurrent linguistic patterns, and analysing tourism discourse. Finally, it explores tourism from an intercultural perspective, examining cultural orientations and gazes, tourist typologies (Cohen), the distinction between tourists and travellers, and the concepts of the post-tourist and anti-tourist.

By the end of the course, students will be able to:

Knowledge and understanding Demonstrate knowledge of the principal theories and concepts related to text and context, intercultural communication, narrative theory, text types and genres, tourism discourse, and cross-cultural approaches to tourism communication.

Applying knowledge and understanding Apply theoretical frameworks to the analysis of tourism texts and social media discourse, identifying linguistic, cultural, and narrative features in English-language communication.

Making judgements Critically evaluate tourism texts from linguistic, intercultural, and discourse-analytic perspectives, recognising how language choices shape representations, identities, and audience engagement across cultures.

Communication skills Use appropriate English linguistic terminology to discuss and analyse tourism discourse, presenting observations clearly and effectively in both written and oral form.

Learning skills Develop the ability to independently analyse authentic tourism texts, critically engage with academic literature, and apply theoretical models to new communicative contexts.

1. C1+ CEFR level in English;

2. recognise and analyse genres and patterns of discourse.

3. write in academic English; overall structure coherence

4. good public speaking skills including effective usage of ‘popularisation’ strategies for an international public;

4. intercultural competence, ability to interact and cooperate with 'the other', and contextualise meaning;

5. understanding and mediation of “tourist gazes”;

6. mastery of a field of specialised cultural heritage language in Salento (e.g.. Baroque architecture, wetland ecology, gastronomy, folklore).

The course is organised into two complementary components: lectures delivered by the course instructor, focusing on the theoretical aspects of the syllabus, and language practice sessions conducted by the Language Expert (Collaboratrice ed Esperta Linguistica), Dr Teresa Carchedi, aimed at developing students' linguistic and communicative competence.

1a. GET tests passive understanding of English grammar at C1 level ). Validity: 24 months.

1b. Written work on practical examples of heritage promotion.

2. Oral exams with questions about the topics covered during the lectures

See the section 'News' (Notizie) available on this website

The course examines the relationship between texts and their cultural, social and communicative contexts, introducing major approaches to context in linguistics and intercultural communication, with particular reference to Halliday, E.T. Hall, Hofstede and Katan. Students explore how meaning is shaped by the interaction between language, culture and context, and how different cultural frameworks influence the production and interpretation of texts.

Particular attention is devoted to the role of the reader in meaning construction through the concepts of insider and outsider perspectives, as well as model, ideal and empirical readers. The course also introduces key concepts from narrative theory, including worldview, gaze and stance, and examines Baker's narrative framework as a tool for analysing the ideological and representational dimensions of discourse. These concepts are further applied to the analysis of storytelling practices in contemporary social media communication.

Students are also introduced to the principles of corpus linguistics and corpus-assisted discourse analysis as methodological tools for investigating authentic language use, identifying recurrent linguistic patterns, and analysing tourism discourse.

The course investigates text types and genres through Greimas' semiotic framework, providing students with analytical tools to examine the organisation and communicative functions of different forms of discourse. A substantial part of the course is devoted to the language of tourism, focusing on its distinctive linguistic and rhetorical features, including metadiscourse, popularisation strategies, inclusive and accessible language, and the representation of cultural heritage, with particular reference to the Baroque architecture of Lecce and the Salento area. Practical language activities carried out during the lettorato complement these topics by developing students' analytical and communicative skills.

Finally, the course adopts an intercultural perspective on tourism communication by comparing different tourism discourses and exploring different cultural orientations and tourist gazes. Students examine major theories of tourist behaviour, including Cohen's tourist typology, the distinction between tourists and travellers, and contemporary concepts such as the post-tourist and the anti-tourist. Throughout the course, students are encouraged to critically analyse authentic tourism texts and social media discourse, applying theoretical models to understand how language constructs cultural identities, destination images and visitor experiences.

Material and hand-outs will be available on the e-learning platform formazione.unisalento.it. Ask the lecturer for the course key