(Luận án tiến sĩ) 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 i i HÀ NỘI, 2022 MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY TRẦN THỊ HIẾU THUỶ BRITISH TRAVEL BLOGGERS’ PORTRAYAL OF VIETNAM: A MULTIMODAL ANALYSIS (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) (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 ii i p e ct a c ul ar   SUPERVISORS: ASSOC PROF DR LÂM QUANG ĐÔNG (1 9) HÀ NỘI, 2022 tr e k  STATEMENT OF AUTHORSHIP (2 The thesis entitled “British travel bloggers’ portrayal of Vietnam: A0) multimodal analysis” has been submitted for the degree of Doctor of Philosophy.6 I, the undersigned, hereby declare that I am the sole author of this thesis, and I4 te have fully acknowledged and referenced the ideas and work of others, whetherm pl published or unpublished, in my thesis e  The thesis does not contain work extracted from a thesis, dissertation or(2 1) research paper previously presented for another degree or diploma at this or any7 other university Signature p u p p et TRẦN THỊ HIẾU THUỶ   (2 2) hi k e  (2 3) 6 cr ui se   (2 4) iii d el i u s  (2 5) ABSTRACT bi This dissertation reports a case study on British travel bloggers’ appraisal ofc Vietnam as a tourism destination projected in their textual and visual accounts ofy cl touring the country The study lent itself to two Halliday’s SFL extensions fore  (2 interpersonal metafunction, which are the Appraisal theory (Martin & White, 2005)6) and Grammar of Visual Design (Kress & van Leeuwen, 2006) Based on them, it5 developed a multimodal conceptual framework to translate interactive qualities4 encoded in evaluative adjectives and still images into domains of tourist gaze and6 c corresponding appreciation values, the interrelation of which formulated a portrayalaf of Vietnam and indicated the sociolinguistic perspectives of tourism discourse Thee  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 i 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 i TABLE OF CONTENTS ABSTRACT II ACKNOWLEDGEMENTS III LIST OF ABBREVIATIONS .VII LIST OF TABLES AND FIGURES VIII CHAPTER 1: INTRODUCTION .1 1.1 RATIONALE 1.2 AIMS AND OBJECTIVES 1.3 RESEARCH QUESTIONS .6 1.4 SCOPE OF THE STUDY 1.5 METHODS OF THE STUDY 1.6 SIGNIFICANCE OF THE STUDY 10 1.7 STRUCTURE OF THE DISSERTATION .11 CHAPTER 2: LITERATURE REVIEW .13 2.1 MULTIMODALITY IN ENGLISH 14 2.1.1 Halliday’s social semiotic theory in multimodality 14 2.1.2 Text in SFL (Verbal mode) .16 2.1.2.1 Ideational metafunction .16 2.1.2.2 Interpersonal metafunction .17 2.1.2.3 Textual metafunction: Theme - Rheme 21 2.1.3 Visual design in SFL (visual mode) 24 2.1.3.1 Representational meaning 26 2.1.3.2 Interactive meaning 30 2.1.3.3 Compositional meaning 33 2.1.4 Key concepts in social semiotics approach to multimodal study .37 2.2 TOURISM DISCOURSE .40 2.2.1 Verbal dimension of tourism discourse 40 2.2.2 Visual dimension of tourism discourse 43 2.2.3 The sociolinguistic perspective of tourism discourse 46 2.2.4 Travel blog as a genre of tourism discourse 49 2.3 REVIEW OF PREVIOUS STUDIES .53 2.3.1 Tourism studies in social science research 53 2.3.2 Destination image studies in travel blogs 56 2.3.3 Tourist gaze studies in travel blogs 60 2.4 A MULTIMODAL CONCEPTUAL FRAMEWORK 65 2.4.1 The Appraisal theory to study the interpersonal metafunction of the text body on travel blogs 65 i 2.4.1.1 Overview of Appraisal theory 65 2.4.1.2 Appreciation 68 2.4.2 The Grammar of Visual Design to study interactive meanings of still images in travel blogs 69 2.4.2.1 Contact 70 2.4.2.2 Social Distance 71 2.4.2.3 Modality 73 2.4.3 A multimodal framework to study travel blogs 74 2.5 SUMMARY 75 CHAPTER 3: RESEARCH METHODOLOGY 77 3.1 CONTEXT OF THE STUDY 78 3.2 RESEARCH APPROACH 79 3.2.1 The social constructivism paradigm 80 3.2.2 The case study research design 83 3.2.3 The content analysis method 86 3.2.4 The social semiotic perspective of multimodality 89 3.3 DATA COLLECTION AND PROCEDURES .91 3.3.1 Collection of multimodal data 91 3.3.2 Research ethics 94 3.3.3 Pilot study 96 3.3.4 Procedure of data collection and analysis 100 3.4 ANALYTICAL FRAMEWORK FOR THE STUDY .103 3.4.1 Analysing appreciation values in evaluative adjectives 103 3.4.2 Analysing interactive meanings in still images 105 3.4.3 Analysing multimodal data 108 3.4.4 Potentials and limitations of conducting research multimodally 110 3.5 SUMMARY 111 CHAPTER 4: THE BLOGGERS’ GAZE AT AND APPRECIATION OF VIETNAM 113 4.1 ASPECTS OF VIETNAM BEING GAZED AT BY THE BLOGGERS 113 4.1.1 An initial sketch of the country 113 4.1.2 Domains of the tourist gaze 116 4.1.3 Instances of the gazed domains 121 4.2 THE BLOGGERS’S APPRECIATION OF THE GAZED 124 4.2.1 Appreciation of places to see 125 4.2.2 Appreciation of Activities to 135 4.2.3 Appreciation of Food to try 141 i 4.2.4 Appreciation of Local lifestyle to contemplate 149 4.2.5 Appreciation of Accommodation to stay 158 4.3 RECAP OF FINDINGS AND IMPLICATIONS 161 CHAPTER 5: THE BLOGGERS’ PORTRAYAL OF VIETNAM FROM SOCIOLINGUISTIC PERSPECTIVES 166 5.1 AUTHENTICITY EXPRESSED IN THE BLOG POSTS’ TEXT AND IMAGES 166 5.2 STRANGERHOOD EXPRESSED IN THE BLOG POSTS’ TEXT AND IMAGES 175 5.2.1 Positive strangerhood 176 5.2.2 Negative strangerhood 183 5.3 PLAY AND CONFLICT AS LESS PROMINENT SOCIOLINGUISTICS FEATURES 190 5.3.1 Play expressed in the blog posts 190 5.3.2 Conflict expressed in the blog posts .191 5.4 RECAP OF FINDINGS AND IMPLICATIONS 193 5.5 SUMMARY OF CHAPTER AND CHAPTER 195 CHAPTER 6: CONCLUSIONS 198 6.1 SUMMARY OF THE STUDY .198 6.2 CONCLUDING REMARKS 200 6.3 IMPLICATIONS OF THE STUDY .203 6.4 LIMITATIONS AND SUGGESTED FURTHER STUDIES 206 REFERENCES .208 THE RESEARCHER’S PUBLICATIONS RELATED TO THE DISSERTATION 221 APPENDIX .222 APPENDIX 1: SUMMARY OF THE BLOGGERS’ PROFILES 222 APPENDIX 2: RESEARCH IN DESTINATION IMAGES .224 APPENDIX – CONCORDANCES 225 APPENDIX – COLLECTION OF PHOTOS 220 i LIST OF ABBREVIATIONS Abbreviations of appreciation values: + Positive appreciation - Negative appreciation comp reac qual “appreciation: composition” “appreciation: reaction” quality imp val impact “appreciation: valuation” Other abbreviations: POS Part of Speech SFL Systemic Functional Linguistics i LIST OF TABLES AND FIGURES TABLES Table 2.1: Approaches to evaluation (Martin & White, 2005, p.39) 20 Table 2.2: Interactive meaning (adapted from Kress & van Leeuwen, 1996) 30 Table 2.3: Linguistic realisation of Metafunctions 66 Table 2.4: Appraisal, in relation to lexicogrammar and phonology 66 (adapted from Martin & White, 2005, p.35) 66 Table 2.5: Sub-types of appreciation (Martin & White, 2005, pp.56-57) 68 Table 3.1: Summary of word and photo counts 94 Table 3.2: Sample analysis of appreciation (Tran, 2018) 104 Table 4.1: The title photos of the blog posts 114 Table 4.2: List of keywords from the database 117 Table 4.3: Photo distribution, by bloggers .120 Table 4.4: Where did the bloggers go in Vietnam? 122 Table 4.5: Number of words and still images, by bloggers .125 Table 4.6: Appreciation values – Places 127 Table 4.7: Analysis of the “Cathedral” photo 132 Table 4.8: Analysis of the “Citadel” photo 133 Table 4.9: More examples of place photos 134 Table 4.10: Analysis of the “Heading down Cu Chi Tunnel” photo .137 Table 4.11: Analysis of the “On Ha Long cruise” photo 138 Table 4.12: More examples of activities photos 139 Table 4.13: Appreciation values - Food 142 Table 4.14: Analysis of “Pho in Hanoi” photo 145 Table 4.15: Analysis of “My first Vietnamese ice coffee” photo 147 Table 4.16: Collection of food photos .148 Table 4.17: Appreciation values - Traffic 151 Table 4.18: Examples of photos of the locals in activities .153 Table 4.19: Examples of photos of the locals in activities .155 Table 4.20: Examples of accommodation photos 159 Table 4.21: Most frequently used evaluative adjectives, by domains 161 Table 5.1: Examples of adjectivals for places’ authenticity 167 Table 5.2: Authenticity in “bridge” photo .169 Table 5.3: Authenticity in “food” photo 171 Table 5.4: Examples of adjectivals for positive strangerhood 176 Table 5.5: Strangerhood in “War Museum” photo 179 Table 5.6: Strangerhood in the “street vendor” photo 180 Table 5.7: Examples of adjectivals for positive strangerhood 183 Table 5.8: Strangerhood in “Hoa Lo Prison” photo 185 Table 5.9: Strangerhood in “traffic” photo 188 i 103 Orbaiz, L V., & Papadopoulos, N (2003) Toward a model of consumer receptivity of foreign and domestic products. Journal of International Consumer Marketing, 15(3), 101–126. https://doi.org/10.1300/J046v15n03_06 104 Orlando, C (2009) Blogging about London: Comparing the Italian and Anglo- American Tourist Gaze RITT Rivista Internazionale di Tecnica della Traduzione, 11, 189-199 105 O'Toole, M (1994) The Language of Displayed Art Leicester University Press 106 Pabel, A & Prideaux, B (2015) Social media use in pre-trip planning by tourists visiting a small regional leisure destination Journal of vacation marketing, 22(4) https://doi.org/10.1177/1356766715618998 107 Palmer, C (1999) Tourism and the symbols of identity Tourism Management , 20, 313 – 321 108 Pan, B M (2007) Travel Blogs and Their Implications for Destination Marketing Journal of Travel Research , 46(1), 35-45 109 Papacharissi, Z., & Easton, E (2012) In the habitus of the new: Agency, structure, and the social media habitus. New media dynamics, 167-184 110 Pearce, P L (1986) The Concept of Authenticity in Tourist Experiences The Australian and New Zealand Journal of Sociology, 22, 121-132 111 Pernecky, T (2012) Constructionism: critical pointers for tourism studies Annals of Tourism Research, 39(2), 1116-1137 https://doi.org/10.1016/j.annals.2011.12.010 112 Pretes, M (2003) Tourism and nationalism Annals of Tourism Research, 125 142 113 Reisinger, Y., & Turner, L W (2002) Cultural Differences between Asian Tourist Markets and Australian Hosts: Part Journal of Travel Research, 40(4), 385–395 https://doi.org/10.1177/0047287502040004004 114 Rose, G (2001) Visual Methodologies An Introduction to the Interpretation of Visual Materials Routledge i 115 Russell, A & (2009) International Blogging: Identity, Politics, and Networked Publics Peter Lang International 116 Said, E W (1978) Orientalism Pantheon Books 117 Snepenger D, e (2007) Meanings and consumption characteristics of places at a tourism destination Journal of Travel Research, 310-321 118 Stake, R E (1995). The art of case study research. Sage 119 Stemler, S (2000) An overview of content analysis In Practical Assessment, Research, and Evaluation (7).  https://doi.org/10.7275/z6fm-2e34   120 Stepchenkova, S., Kirilenko, A P., & Morrison, A M (2009) Facilitating content analysis in tourism research. Journal of Travel Research, 47(4), 454469 121 Stoian, C E (2015) The Discourse of Tourism and National Heritage: A Contrastive Study from a Cultural Perspective Cambridge Scholars Publishing 122 Swales, J (1990) Genre Analysis: English in Academic and Research Settings.Cambridge Applied Linguistics 123 Stainton, H & Iordanova, E (2017) An ethical perspective for researchers using travel blog analysis as a method of data collection Methodological Innovations 10(3), 1-7 124 Taylor, J (1998) Consuming identity: Modernity and tourism in New Zealand University of Auckland https://researchspace.auckland.ac.nz/docs/uoadocs/rights.htm 125 Taylor, J (2001) Authenticity and Sincerity in Tourism Annals of Tourism Research, 28(1), 7-26 126 Terrell, S R (2012) Mixed-Methods Research Methodologies. The Qualitative Report, 17(1), 254-28 127 Thompson, G (2008) Appraising glances: evaluating Martin's model of APPRAISAL Word, 59(2), 169-187 128 Thorlacius, L (2007) The Role of Aesthetics in Web Design Nordicom Review, 28(1), 63-76 i 129 Thurlow, C & Jaworski, A (2014) “Two hundred ninety-four”: Remediation and multimodal performance in tourist placemaking Journal of Sociolinguistics, 18(4), 459-494 130 Thurlow, C and Jaworski, A (2015) On top of the world: Tourist’s spectacular self-locations as multimodal travel writing In J Kuehn and P Smethurst (eds), New Directions in Travel Writing Studies Palgrave Macmillan 131 Tran, T.H.T (2018) Good morning Hanoi: A multimodal analysis of travel blog posts by British travelers International Graduate Research Symposium Proceedings Vietnam National University Publishing House 132 Tsai, M., Ryan, C & Lockyer, T. (2002), Culture and evaluation of service quality – a study of the service quality gaps in a Taiwanese setting Asia Pacific Journal of Tourism Research 7(2), 8-18 133 Urry, J (1990) The tourist gaze: leisure and travel in contemporary societies Sage 134 Urry, J (2002) The Tourist Gaze: Leisure and Travel in Contemporary Societies (2nd ed.) 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Discourse, communication and tourism, 19-27 136 Urry, J., & Larsen, J (2011) The Tourist Gaze 3.0 SAGE https://doi.org/10.4135/9781446251904 137 Upton, A., Schänzel, H., & Lück, M (2018) Reflections of battlefield tourist experiences associated with Vietnam War sites: An analysis of travel blogs. Journal of Heritage Tourism, 13(3), 197-210 138 Van Leuween, T (2005) Introducing Social Semiotics Routledge 139 Vietnam Tourism Organization (2017, March 20) International visitors to Viet Nam in March and months of 2017 Retrieved from Vietnam National Administration of Tourism: http://vietnamtourism.gov.vn/english/index.php/items/11628 i 140 Wenger , A (2008) Analysis of travel bloggers’ characteristics and their communication about Austria as a tourism destination Journal of Vacation Marketing, 14(2), 169-176 141 Williams, D & (1999) Leisure places and modernity: The use and meaning of recreational cottages in Norway and the USA In D Crouch, & D Crouch (Ed.), Leisure practices and geographic knowledge (pp 214-230) Routledge 142 Woodside, A & Martin, D (2008) Tourism Management: Analysis, Behaviour, and Strategy CABI 143 World Travel & Tourism Council (2017) Travel & Tourism Global Economic Impact & Issues 2017 World Travel & Tourism Council 144 Zhang, Y., & Hitchcock, M J (2017) The Chinese female tourist gaze: a netnography of young women’s blogs on Macao Current Issues in Tourism, 20(3), 315-330 145 Zhou, L (2014) Online rural destination images: Tourism and rurality Journal of Destination Marketing & Management, 3(4), 227-240 146 Yin, R.K (2003) Case Study Research: Design and Methods (3rd Ed.) Sage 147 Yin, R K (2009) Case study research: Design and methods (4th Ed.) Sage Sources of travel blogs https://thatbackpacker.com/2014/04/04/1-month-vietnam-travel-itinerary/ https://thatbackpacker.com/2013/05/16/why-you-need-to-visit-vietnam/ https://thewanderingquinn.com/vietnam-must-visit-places/ https://www.emilyluxton.co.uk/vietnam/when-to-go/ https://www.emilyluxton.co.uk/2014/11/11/vietnam-first-impressions/ https://thetravelista.net/2018/02/22/3-week-vietnam-travel-itinerary/ https://www.untoldwanderlust.com/vietnam-backpacking-itinerary-guide/ https://www.pommietravels.com/10-days-in-vietnam-itinerary/ https://vickyflipfloptravels.com/one-week-in-vietnam/ 10 https://vickyflipfloptravels.com/what-vietnam-was-like/ i i THE RESEARCHER’S PUBLICATIONS RELATED TO THE DISSERTATION Trần Thị Hiếu Thuỷ (2017) Information: Reading Images – The Grammar of Visual Design VNU Journal of Foreign Studies, Vol.33, No.6 (2017), 164168 Trần Thị Hiếu Thuỷ (2018) Multimodal Instruction in Initial Teacher Training: Prospects and challenges Kỷ yếu Hội thảo khoa học quốc tế Dạy học Ngoại ngữ gắn với chuyên ngành bối cảnh hội nhập quốc tế: Lý luận thực tiễn VNU University of Languages and International Studies (290 - 302) Trần Thị Hiếu Thuỷ (2018) “Good morning, Hanoi!”: A Multimodal Analysis of Travel Blog Posts by British Travellers 2018 International Graduate Research Symposium VNU University of Languages and International Studies (671 - 686) Trần Thị Hiếu Thuỷ (2021) A framework for analysing interactive meanings of still images in travel writings Journal of Science, Hanoi Open University, No75, 01/21 (67-75) i 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 do 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 i 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 i 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-12-20170124 i APPENDIX – CONCORDANCES BEAUTIFUL CRAZY i AMAZING CHAOTIC CHARMING CHEAP i CLEAN DELICIOUS i MODERN 10 PICTURESQUE 11 SPECTACULAR 12 LOCAL i i i