A Multimodal Discourse Analysis of Cultural Representation in the National Geographic Japan Travel Guide

Abstract

In today's visual society, tourism discourse significantly impacts the perception of cultures, identities, and destinations. This research considers cultural representation of Japan through multimodal resources in the National Geographic Japan Travel Guide. The study uses qualitative methodology in order to investigate a set of 15 images including both visual and textual components within the theoretical concept of Visual Grammar by Kress and van Leeuwen (2006). This paper investigates representational, interpersonal, and compositional visual meta functions, along with other aspects of multimodality such as color semantics, framing, gaze, modality, image-text relationships, and viewer positioning. It is found that the travel guide provides an accurate cultural representation of Japan as a harmonious and tranquil destination, rich in culture, traditions, and aesthetics. Through the usage of natural scenery, historic buildings, cultural symbols, and emotionally captivating visuals, the brochure provides a representation of Japan as an experience rather than just as a location. Moreover, the analysis showed that viewers are positioned as spectators and encouraged to experience Japanese culture through an ideal tourist gaze. While the guide emphasizes heritage, spirituality, and authenticity, it at the same time neglects certain elements of current social complexity, urban diversity, and reality of daily life in Japan. This research adds to the field of multimodal discourse analysis and tourism discourse studies by showing how visual and linguistic means combine to create cultural meaning. The research shows that media representations of travel do not just depict locations but rather take part in their construction.