Phân tích hình ảnh việt nam qua blogs của các bloggers du lịch người anh theo cách tiếp cận đa phương thức

MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY TRẦN THỊ HIẾU THUỶ BRITISH TRAVEL BLOGGERS’ PORTRAYAL OF VIETNAM: A MULTIMODAL ANALYSIS (Phân tích hình ảnh Việt Nam qua blogs của bloggers du lịch người Anh theo cách tiếp cận đa phương thức) MAJOR: ENGLISH LINGUISTICS CODE: 9220201 A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Linguistics HÀ NỘI, 2022 i MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY TRẦN THỊ HIẾU THUỶ (1 3) 4 ta il or   (1 4) d o n g  (1 5) d el ta   (1 6) 4 la nt er n  (1 7) lu s h  (1 8) s BRITISH TRAVEL BLOGGERS’ PORTRAYAL OF VIETNAM: A MULTIMODAL ANALYSIS (Phân tích hình ảnh Việt Nam qua blogs của bloggers du lịch người Anh theo cách tiếp cận đa phương thức) MAJOR: ENGLISH LINGUISTICS CODE: 9220201 A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Linguistics SUPERVISORS: ASSOC PROF DR LÂM QUANG ĐÔNG ii ct a c ul ar   (1 HÀ NỘI, 2022 9) STATEMENT OF AUTHORSHIP The thesis entitled “British travel bloggers’ portrayal of Vietnam: Atr e multimodal analysis” has been submitted for the degree of Doctor of Philosophy.k  (2 I, the undersigned, hereby declare that I am the sole author of this thesis, and I0) have fully acknowledged and referenced the ideas and work of others, whether6 published or unpublished, in my thesis The thesis does not contain work extracted from a thesis, dissertation orte m research paper previously presented for another degree or diploma at this or anypl e  (2 other university 1) Signature p u TRẦN THỊ HIẾU THUỶ p p et   (2 2) hi k e  (2 3) 6 cr ui se   (2 4) iii d el ic io s  (2 5) bi ABSTRACT c y This dissertation reports a case study on British travel bloggers’ appraisal ofcl Vietnam as a tourism destination projected in their textual and visual accounts ofe  (2 touring the country The study lent itself to two Halliday’s SFL extensions for6) interpersonal metafunction, which are the Appraisal theory (Martin & White, 2005)5 and Grammar of Visual Design (Kress & van Leeuwen, 2006) Based on them, it4 developed a multimodal conceptual framework to translate interactive qualities6 c encoded in evaluative adjectives and still images into domains of tourist gaze andaf corresponding appreciation values, the interrelation of which formulated a portrayale  of Vietnam and indicated the sociolinguistic perspectives of tourism discourse The case study was approached qualitatively, adopting for itself the social constructivism paradigm and taking a social semiotic multimodal perspective It employed content analysis strategy to treat a collection of multimodal data from 10 travel blog posts about Vietnam Findings from the study show that Vietnam is generally portrayed as a destination of identity and diversity The country provides tourists with unique experience of destinations, culinary and local lifestyle while at the same time being cost-competitive Authenticity and strangerhood were two prominent sociolinguistic perspectives as featured in these blog posts, which indicates that tourists may look for and be attracted by what is authentically Vietnamese and what is different from their home culture The findings also underline the co-contribution of the linguistic sign, in this case evaluative adjectives, and the visual sign, in this case still images, as interpersonal meaningmaking resources To describe the destination image, still images served as evidence for the credibility of the bloggers’ narration and advice To express sociolinguistic perspectives, still images supported the linguistic realisations of authenticity and strangerhood, and in some cases delivered an even stronger message than words Not only does the study present a source of feedback from international travellers to tourism practice in Vietnam and suggest authentic materials for tourism translation training and English language learning, but it also provides insights into the multimodal analysis of tourism discourse which remains an under-researched area in Vietnam ACKNOWLEDGEMENTS I would like to express my gratitude to many people whose kind support and assistance has made this study possible First and foremost, I am greatly indebted to my supervisor, Assoc Prof Dr Lam Quang Dong He is the one who transformed me from a teaching practitioner to a brave novice researcher who are ready to accept challenge and overcome it He taught me the first lesson in Linguistics and orientated me to the field of multimodality research His critical comments and attention to details helped me improve this dissertation at every step He has always been extremely patient and encouraging throughout my PhD journey This endeavour would not have been possible without his guidance and support I am grateful to Assoc Prof Dr Ho Ngoc Trung, Assoc Prof Dr Hoang Tuyet Minh, Dr Huynh Anh Tuan, Assoc Prof Dr Le Hung Tien, Prof Hoang Van Van and Prof Nguyen Quang who generously provided me with orientation and advice on my dissertation Their great erudition and wisdom as well as their academic achievements have fuelled me to try harder on my way to the completion of this dissertation I would like to express my sincere gratitude to Dr Le Phuong Thao for her expertise, warm-heartedness and unconditional support, without which I might have travelled a much longer way to accomplishment My special thanks go to Faculty of English and Hanoi Open University for providing a supportive environment and making my time here most enjoyable; and to my PhD student colleagues, who have endured this challenging yet rewarding PhD journey with me Finally, I could not have taken this journey without my husband who has stood by me through my travails and supported the family during most of my graduate studies, and my beloved family members with their understanding and encouragement This dissertation has been an outcome of their love and sacrifice TABLE OF CONTENTS ABSTRACT IV ACKNOWLEDGEMENTS V LIST OF ABBREVIATIONS VIII LIST OF TABLES AND FIGURES IX CHAPTER 1: INTRODUCTION .1 1.1 RATIONALE 1.2 AIMS AND OBJECTIVES 1.3 RESEARCH QUESTIONS 1.4 SCOPE OF THE STUDY 1.5 METHODS OF THE STUDY 1.6 SIGNIFICANCE OF THE STUDY 1.7 STRUCTURE OF THE DISSERTATION 5 10 11 CHAPTER 2: LITERATURE REVIEW 12 2.1 MULTIMODALITY IN ENGLISH 2.2 TOURISM DISCOURSE 2.3 REVIEW OF PREVIOUS STUDIES 2.4 A MULTIMODAL CONCEPTUAL FRAMEWORK 2.5 SUMMARY 13 38 51 62 71 CHAPTER 3: RESEARCH METHODOLOGY 74 3.1 CONTEXT OF THE STUDY 3.2 RESEARCH APPROACH 3.3 DATA COLLECTION AND PROCEDURES 3.4 ANALYTICAL FRAMEWORK FOR THE STUDY 3.5 SUMMARY 75 76 87 100 108 CHAPTER 4: THE BLOGGERS’ GAZE AT AND APPRECIATION OF VIETNAM 110 4.1 ASPECTS OF VIETNAM BEING GAZED AT BY THE BLOGGERS 4.2 APPRECIATING THE GAZED 4.3 RECAP OF FINDINGS AND IMPLICATIONS 110 121 156 CHAPTER 5: THE BLOGGERS’ PORTRAYAL OF VIETNAM FROM SOCIOLINGUISTIC PERSPECTIVES .161 5.1 AUTHENTICITY EXPRESSED IN THE BLOG POSTS’ TEXT AND IMAGES 162 5.2 STRANGERHOOD EXPRESSED IN THE BLOG POSTS’ TEXT AND IMAGES 170 5.3 PLAY AND CONFLICT AS LESS PROMINENT SOCIOLINGUISTICS FEATURES 184 5.4 RECAP OF FINDINGS AND IMPLICATIONS 5.5 SUMMARY OF CHAPTER AND CHAPTER 187 188 CHAPTER 6: CONCLUSIONS 192 6.1 SUMMARY OF THE STUDY 6.2 CONCLUDING REMARKS 6.3 IMPLICATIONS OF THE STUDY 6.4 LIMITATIONS AND SUGGESTED FURTHER STUDIES 192 194 197 200 REFERENCES 201 THE RESEARCHER’S PUBLICATIONS RELATED TO THE DISSERTATION 215 APPENDIX 216 APPENDIX 1: SUMMARY OF THE BLOGGERS’ PROFILES APPENDIX 2: RESEARCH IN DESTINATION IMAGES APPENDIX – CONCORDANCES 216 218 219 APPENDIX – COLLECTION OF PHOTOS ERROR: REFERENCE SOURCE NOT FOUND LIST OF ABBREVIATIONS Abbreviations of appreciation values: + comp reac qual imp val Positive appreciation Negative appreciation “appreciation: composition” “appreciation: reaction” quality impact “appreciation: valuation” Other abbreviations: POS SFL Part of Speech Systemic Functional Linguistics LIST OF TABLES AND FIGURES TABLES TABLE 2.1: APPROACHES TO EVALUATION (MARTIN & WHITE, 2005, P.39) .19 TABLE 2.2: INTERACTIVE MEANING (ADAPTED FROM KRESS & VAN LEEUWEN, 1996) 29 TABLE 2.3: LINGUISTIC REALISATION OF METAFUNCTIONS .63 TABLE 2.4: APPRAISAL, IN RELATION TO LEXICOGRAMMAR AND PHONOLOGY .63 (ADAPTED FROM MARTIN & WHITE, 2005, P.35) 63 TABLE 2.5: SUB-TYPES OF APPRECIATION (MARTIN & WHITE, 2005, PP.56-57) .65 TABLE 3.1: SUMMARY OF WORD AND PHOTO COUNTS 90 TABLE 3.2: SAMPLE ANALYSIS OF APPRECIATION (TRAN, 2018) 101 TABLE 4.1: THE TITLE PHOTOS OF THE BLOG POSTS 111 TABLE 4.2: LIST OF KEYWORDS FROM THE DATABASE .113 TABLE 4.3: PHOTO DISTRIBUTION, BY BLOGGERS 117 TABLE 4.4: WHERE DID THE BLOGGERS GO IN VIETNAM? 118 TABLE 4.5: NUMBER OF WORDS AND STILL IMAGES, BY BLOGGERS .121 TABLE 4.6: APPRECIATION VALUES – PLACES 123 TABLE 4.7: ANALYSIS OF THE “CATHEDRAL” PHOTO 128 TABLE 4.8: ANALYSIS OF THE “CITADEL” PHOTO 129 TABLE 4.9: MORE EXAMPLES OF PLACE PHOTOS 131 TABLE 4.10: ANALYSIS OF THE “HEADING DOWN CU CHI TUNNEL” PHOTO .133 TABLE 4.11: ANALYSIS OF THE “ON HA LONG CRUISE” PHOTO 134 TABLE 4.12: MORE EXAMPLES OF ACTIVITIES PHOTOS 136 TABLE 4.13: APPRECIATION VALUES - FOOD .138 TABLE 4.14: ANALYSIS OF “PHO IN HANOI” PHOTO 142 TABLE 4.15: ANALYSIS OF “MY FIRST VIETNAMESE ICE COFFEE” PHOTO 143 TABLE 4.16: COLLECTION OF FOOD PHOTOS 144 TABLE 4.17: APPRECIATION VALUES - TRAFFIC .146 TABLE 4.18: EXAMPLES OF PHOTOS OF THE LOCALS IN ACTIVITIES 149 TABLE 4.19: EXAMPLES OF PHOTOS OF THE LOCALS IN ACTIVITIES 150 TABLE 4.20: EXAMPLES OF ACCOMMODATION PHOTOS .155 TABLE 4.21: MOST FREQUENTLY USED EVALUATIVE ADJECTIVES, BY DOMAINS 157 TABLE 5.1: EXAMPLES OF ADJECTIVALS FOR PLACES’ AUTHENTICITY 162 TABLE 5.2: AUTHENTICITY IN “BRIDGE” PHOTO 164 TABLE 5.3: AUTHENTICITY IN “FOOD” PHOTO 166 TABLE 5.4: EXAMPLES OF ADJECTIVALS FOR POSITIVE STRANGERHOOD 171 TABLE 5.5: STRANGERHOOD IN “WAR MUSEUM” PHOTO 173 TABLE 5.6: STRANGERHOOD IN THE “STREET VENDOR” PHOTO 175 TABLE 5.7: EXAMPLES OF ADJECTIVALS FOR POSITIVE STRANGERHOOD 177 TABLE 5.8: STRANGERHOOD IN “HOA LO PRISON” PHOTO 179 TABLE 5.9: STRANGERHOOD IN “TRAFFIC” PHOTO 182 APPENDIX APPENDIX 1: SUMMARY OF THE BLOGGERS’ PROFILES Blogger B1 got education and worked in England long before she transited to Korea to teach English After one year, she gave up teaching and started travelling to many countries She hopes her blog can inspire readers and help them plan the adventures of their own Blogger B2 describes herself as a blogger and content creator She spent her twenties travelling and living around the world She has been to more than 60 countries in the world B2 defines her blog as a place where readers can find useful contents whenever they “need some wanderlust” or “are planning a trip” She is now living in Manchester Blogger B3 describes herself as a travel blogger and a freelance writer She defines her mission as being able to more than travel the world The main theme behind her blog and her travel ethics is “deeper, more intelligent travel”, but also to have fun doing it She is now living in Dorset Blogger B4 first created her blog in 2013 as a way to self-publish whilst beginning a career in travel journalism B4 pinpoints the aims of her travelling and blogging activities as “to create a space online that inspires other women to continue to travel, whatever stage of life they may be in” She is now living in Yorkshire Blogger B5 is a couple They run their blog to share their love for travelling and exploring the world They decided to give up their jobs in the UK and started to travel and teach in 2016 when their “thirst for travel grew stronger” Blogger B6 has travelled to over 60 countries She expects to offer some kinds of inspiration and motivate her readers to travel With her blog, she would like to encourage the readers that it is possible to anything they want in life provided that they have to be prepared to put themselves out there and take a few risks She used to live in London but has just moved to New York for a change of atmosphere Blogger B7 runs her personal blog with a view to inspiring her fellow travellers and readers to travel in a way, and to places that they wouldn’t think of before She loves adventure and has a strong passion for the local food and drink Due to the pandemic, B7 has relocated in Southsea, England APPENDIX 2: RESEARCH IN DESTINATION IMAGES Source: Alrawadieh, Z., Dincer, M.Z., Dincer, F I & Mammadova, P (2018) Understanding destination image from the perspective of Western travel bloggers: the case of Istanbul International Journal of Culture, Tourism and Hospitality Research https://doi.org/10.1108/IJCTHR-12-2017-0124 APPENDIX – CONCORDANCES BEAUTIFUL CRAZY AMAZING CHAOTIC CHARMING CHEAP CLEAN DELICIOUS MODERN 10 PICTURESQUE 11 SPECTACULAR 12 LOCAL