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 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 HÀ NỘI, 2022 MINISTRY OF EDUCATION AND TRAINING HANOI OPEN UNIVERSITY 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) (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 la nt er n  (1 7) lu s h  (1 SUPERVISORS: ASSOC PROF DR HÀ NỘI, 2022 STATEMENT OF AUTHORSHIP The thesis entitled “British travel bloggers’ portrayal of Vietnam: A multimodal analysis” has been submitted for the degree of Doctor of Philosophy I, the undersigned, hereby declare that I am the sole author of this thesis, and I have fully acknowledged and referenced the ideas and work of others, whether published or unpublished, in my thesis The thesis does not contain work extracted from a thesis, dissertation or research paper previously presented for another degree or diploma at this or any other university Signature iii ABSTRACT This dissertation reports a case study on British travel bloggers’ appraisal of Vietnam as a tourism destination projected in their textual and visual accounts of touring the country The study lent itself to two Halliday’s SFL extensions for interpersonal metafunction, which are the Appraisal theory (Martin & White, 2005) and Grammar of Visual Design (Kress & van Leeuwen, 2006) Based on them, it developed a multimodal conceptual framework to translate interactive qualities encoded in evaluative adjectives and still images into domains of tourist gaze and corresponding appreciation values, the interrelation of which formulated a portrayal 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 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 orientation and advice on my dissertation who generously provided me with 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 for her expertise, warmheartedness 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 II ACKNOWLEDGEMENTS III LIST OF ABBREVIATIONS .VII LIST OF TABLES AND FIGURES VIII CHAPTER 1: INTRODUCTION .1 1 RATIONALE 1 AIMS AND OBJECTIVES RESEARCH QUESTIONS SCOPE OF THE STUDY .6 METHODS OF THE STUDY SIGNIFICANCE OF THE STUDY 10 STRUCTURE OF THE DISSERTATION 11 CHAPTER 2: LITERATURE REVIEW .13 MULTIMODALITY IN ENGLISH 14 1 Halliday’s social semiotic theory in multimodality 14 2 Text in SFL (Verbal mode) 16 2 Ideational metafunction .16 2 Interpersonal metafunction .17 2 Textual metafunction: Theme - Rheme 21 Visual design in SFL (visual mode) 24 Representational meaning 26 Interactive meaning 30 3 Compositional meaning 33 Key concepts in social semiotics approach to multimodal study .37 2 TOURISM DISCOURSE 40 2 Verbal dimension of tourism discourse 40 2 Visual dimension of tourism discourse 43 2 The sociolinguistic perspective of tourism discourse 46 2 Travel blog as a genre of tourism discourse 49 REVIEW OF PREVIOUS STUDIES 53 Tourism studies in social science research 53 Destination image studies in travel blogs 56 3 Tourist gaze studies in travel blogs 60 A MULTIMODAL CONCEPTUAL FRAMEWORK .65 The Appraisal theory to study the interpersonal metafunction of the text body on travel blogs 65 1 Overview of Appraisal theory 65 Appreciation 68 The Grammar of Visual Design to study interactive meanings of still images in travel blogs .69 Contact 70 2 Social Distance 71 Modality 73 A multimodal framework to study travel blogs 74 SUMMARY 75 CHAPTER 3: RESEARCH METHODOLOGY 77 CONTEXT OF THE STUDY 78 RESEARCH APPROACH 79 The social constructivism paradigm 80 2 The case study research design 83 3 The content analysis method 86 The social semiotic perspective of multimodality 89 3 DATA COLLECTION AND PROCEDURES 91 3 Collection of multimodal data 91 3 Research ethics 94 3 Pilot study 96 3 Procedure of data collection and analysis 100 ANALYTICAL FRAMEWORK FOR THE STUDY .103 Analysing appreciation values in evaluative adjectives 103 Analysing interactive meanings in still images 105 Analysing multimodal data 108 4 Potentials and limitations of conducting research multimodally 110 SUMMARY 111 CHAPTER 4: THE BLOGGERS’ GAZE AT AND APPRECIATION OF VIETNAM 113 ASPECTS OF VIETNAM BEING GAZED AT BY THE BLOGGERS 113 1 An initial sketch of the country 113 Domains of the tourist gaze .116 Instances of the gazed domains 121 THE BLOGGERS’S APPRECIATION OF THE GAZED 124 Appreciation of places to see 125 2 Appreciation of Activities to 135 Appreciation of Food to try 141 4 Appreciation of Local lifestyle to contemplate 149 Appreciation of Accommodation to stay 158 RECAP OF FINDINGS AND IMPLICATIONS .161 CHAPTER 5: THE BLOGGERS’ PORTRAYAL OF VIETNAM FROM SOCIOLINGUISTIC PERSPECTIVES 166 AUTHENTICITY EXPRESSED IN THE BLOG POSTS’ TEXT AND IMAGES 166 STRANGERHOOD EXPRESSED IN THE BLOG POSTS’ TEXT AND IMAGES 175 Positive strangerhood 176 2 Negative strangerhood .183 PLAY AND CONFLICT AS LESS PROMINENT SOCIOLINGUISTICS FEATURES 190 Play expressed in the blog posts 190 Conflict expressed in the blog posts 191 RECAP OF FINDINGS AND IMPLICATIONS .193 5 SUMMARY OF CHAPTER AND CHAPTER 195 CHAPTER 6: CONCLUSIONS 198 SUMMARY OF THE STUDY 198 CONCLUDING REMARKS 200 IMPLICATIONS OF THE STUDY 203 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 221 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 LIST OF TABLES AND FIGURES TABLES Table 1: Approaches to evaluation (Martin & White, 2005, p 39) .20 Table 2: Interactive meaning (adapted from Kress & van Leeuwen, 1996) 30 Table 3: Linguistic realisation of Metafunctions 66 Table 4: Appraisal, in relation to lexicogrammar and phonology 66 (adapted from Martin & White, 2005, p 35) 66 Table 5: Sub-types of appreciation (Martin & White, 2005, pp 56-57) 68 Table 1: Summary of word and photo counts .94 Table 2: Sample analysis of appreciation (Tran, 2018) 104 Table 1: The title photos of the blog posts 114 Table 2: List of keywords from the database 117 Table 3: Photo distribution, by bloggers .120 Table 4: Where did the bloggers go in Vietnam? .122 Table 5: Number of words and still images, by bloggers 125 Table 6: Appreciation values – Places 127 Table 7: Analysis of the “Cathedral” photo 132 Table 8: Analysis of the “Citadel” photo 133 Table 9: More examples of place photos 134 Table 10: Analysis of the “Heading down Cu Chi Tunnel” photo .137 Table 11: Analysis of the “On Ha Long cruise” photo .138 Table 12: More examples of activities photos 139 Table 13: Appreciation values - Food 142 Table 14: Analysis of “Pho in Hanoi” photo 145 Table 15: Analysis of “My first Vietnamese ice coffee” photo 147 Table 16: Collection of food photos 148 Table 17: Appreciation values - Traffic 151 Table 18: Examples of photos of the locals in activities .153 Table 19: Examples of photos of the locals in activities .155 Table 20: Examples of accommodation photos 159 Table 21: Most frequently used evaluative adjectives, by domains 161 Table 1: Examples of adjectivals for places’ authenticity 167 Table 2: Authenticity in “bridge” photo .169 Table 3: Authenticity in “food” photo 171 Table 4: Examples of adjectivals for positive strangerhood .176 Table 5: Strangerhood in “War Museum” photo 179 Table 6: Strangerhood in the “street vendor” photo 180 Table 7: Examples of adjectivals for positive strangerhood .183 Table 8: Strangerhood in “Hoa Lo Prison” photo .185 Table 9: Strangerhood in “traffic” photo 188