1. The Tourist Gaze in English, Italian and German Travel Articles about Puglia 29th August – 1st September 2013 Angela D’Egidio Angela D’Egidio University of the Salento, Lecce, Italy angela.degidio@unisalento.it September 1st, 2013

2. 2 Aim 1.To show how semi-professional travel writers perceive and experience a tourist destination in Italy (Puglia); 2.To what extent the insider/local and outsider/global Tourist Gazes on Puglia are different. Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion

3. 3 Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Use of fixed forms, “clichés d’appellation” (Margarito 2000: 34; D’Egidio 2009: 203-204)  Puglia: “the heel of Italy’s boot”;  Salento: “the tip of Italy’s heel”;  Lecce: “Florence of the Baroque” or “Florence of the South”;  Alberobello: “Trulli capital of the world”.

4. 4 Methodology 1. Three comparable corpora of online travel articles about Puglia Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion English corpus70,000 words Italian corpus100,000 words German corpus70,000 words 2. Normalization of data 3. TextSTAT-2, a free concordance software program 4. Contrastive analysis of the first 15 words of each corpus (Tognini Bonelli (2001); Tognini Bonelli & Manca (2002); Manca (2008)

5. 5 Analysis Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion TOP 15 ENGLISH ITALIAN GERMAN Puglia 237 Mare 277 Apulien 254 Trullo/i 142 Salento 142 Meer 93 Olive 100 Spiaggia 137 Salento 90 Wine 78 Puglia 103 Lecce 88 Masseria/e 75 Lecce 100 Trullo/i 83 Lecce 73 Costa 95 Otranto 61 Beach 73 Otranto 86 Stein 61 Sea 67 Chiesa 84Wein 60 Coast 58 Leuca 77 Strand 58 Baroque 57 Gallipoli 63Oliven 57 Stone 51 Grotte 54 Barock 54 Restaurant 48Ristorante Gallipoli 48 Oil Gargano 46Öl Church 43 Barocco 43 Alberobello 39 Food+cuisine 56 Cattedrale 38 Kuste 37 Alberobello 40 Castello 24 Kirche 35 Otranto

6. 6 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Salento and Lecce ITALIAN corpus:  Abstract nouns or expressions (28 times in total): “un meraviglioso gioiello barocco” (a wonderful Baroque jewel); “una sorpresa” (a surprise); “un vero splendore” (a real beauty); “uno spettacolo del barocco” (a Baroque sight). Used to transmit perceptions, feelings, emotions (Manca 2007).

7. 7 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion ITALIANENGLISHGERMAN Gioiello 12Jewel 2Kostbarkeit 0 Sorpresa 5Surprise 0 Überraschung 0 Splendore 7Splendour 1Pracht 1 Spettacolo 4Sight 0Anblick 0 Table 2. Prima-facie translation of Italian abstract nouns used to describe Salento and Lecce Salento and Lecce

8. 8 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Salento and Lecce English and German corpus:  Adjectives (34 times in total): “undiscovered”, “isolated”, “tourist-free”, “forgotten”; “pristine”, “untouched”, “unexploited”, “undeveloped”, “wild ” – [Sea, Beach and Coast]. (D’Egidio, 2009: 204-207) Need for authenticity and not ‘touristy’ places. Touristy: “if you describe a place as ‘touristy’, you do not like it because it is full of tourists or full of things for tourists to buy and do” (Collins COBUILD Dictionary (2009)

9. 9 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Otranto Italian gaze:  on the sea (56%): “bellissima, spiaggia bianca e mare stupendo” (Trans.: very nice, white beach and wonderful sea)  on souvenir shops (50%): “il passeggiare sarà l'occasione per visitare i numerosi negozietti” (Trans.: Strolling will be the way to visit many small shops)  on the iconic sights: on the Aragonese castle (25%); on the Romanesque cathedral (18%); on the mosaic pavement (6%).

10. 10 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Otranto German gaze:  on souvenir shops (0%);  on the sea (40%);  on the iconic sights: on the Aragonese castle (26%); on the Romanesque cathedral (26%); on the mosaic pavement (33%). “In der Kathedrale von Otranto kann der Besucher einen vollständig erhaltenen Mosaikfußboden finden“ (Trans.: in the cathedral of Otranto the visitor can find a perfectly preserved mosaic floor) “hier die romanische Kathedrale mit dem faszinierenden Fußbodenmosaik“ (Trans.: here the Romanesque cathedral with its fascinating mosaic floor)

11. 11 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Alberobello 1.Italian writers:  attracted by the ‘fairytale” aspect and souvenir shops (71%). 2. English/German writers:  the most ‘touristy’ town in Puglia (68%, 73%). “ruined by its proliferation of trinket shops” “the rather tacky tourist souvenirs sold from them” “die Trulli sind ziemlich touristisch überlaufen“ (Trans.: trulli are quite overcrowded with tourists) “Es gibt eine Menge "touristisch" Geschäfte“ (Trans.: There is a large amount of „tourist“ shops) “Man könnte ein wenig müde von Souvenirshops und ein bisschen irritierend Verkäufer fühlen“ (Trans.: You can feel a bit tired of souvenir shops and a bit annoyed by sellers)

12. 12 Analysis – Landmark sights Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Alberobello Use of value judgement referring to the appearance of trulli: 1.English writers:  strange, bizarre-looking, unusual, funny, bizarrely lively, like French chateaux designed for dwarves. 2. German writers:  Zwergenhäuser (houses for dwarves), einzigartig (unique), ungewöhnlich (unusual) and niedlich (sweet). - “Out-of-the-ordinariness” and “unfamiliarity”

13. 13 Analysis – The Semantic Field of food & drink Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion “What you might call the "industrialization" of food doesn't exist in Puglia; food comes straight from the land or sea to be eaten. It isn't processed, it's simple, fresh and delicious”; “Die Küche Apuliens ist einfach und rustikal” (Trans.: The Puglia cuisine is simple and rural). Italian writers: English/German writers:

14. 14 Analysis – The Semantic Field of food & drink Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion English/German writers:  provide facts about their production (35% and 39%). Wine:  focus on the ‘taste’ of wine: authentic, fleshy, strong, rich, fruchtig (fruity), weich (soft), trocken (dry);  mention “DOC” (Controlled Designation of Origin) or “IGT” (Indication of Geographic Typicity) local wines. ENGLISHGERMANITALIAN Wine78%Wein78%Pesce50% Olive oil56%Olivenöl47%Pasta35% Pasta54%Pasta/Nudeln34%Verdura19% Fish32%Fisch34%Pane17% Bread32%Gemüse21%Vino15% Vegetables21%Brot13%Olio14%

15. 15 Analysis – The Semantic Field of food & drink Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion Wine & Oil Oil:  Olive/Oliven: groves (28) and Olivenhaine (18); trees (48) and Bäume (13)  “the endless olive groves are wonderful to gaze at”  “alte Olivenhaine voll knorrig gewundener Bäume”(Trans:. Old olive groves full of gnarled and wonderful trees) 1.“out-of-the-ordinary” and “unfamiliar” landscape; 2.Idea conveyed by adjectives, such as gnarled, endless, old and wonderful.

16. 16 Conclusion 1/2 Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion 1. English and German writers – global/outsider gaze. 2. Italian writers – local/insider gaze. IN TRASLATION RECONTEXUALISATION REFORMULATION ITALIAN INTO ELF General descriptions of SALENTO and LECCE (abstract nouns) ADD adjectives such as “undiscovered”, “unspoilt”, “untouched”, “forgotten”, “tourist-free”, “wild”, “off the beaten track”. OTRANTO / ALBEROBELLO MENTION the “touristy” aspect.

17. 17 Conclusion 2/2 Aim Methodology Analysis Landmark sights Semantic field of food & drink Conclusion IN TRANSLATION RECONTEXUALISATION REFORMULATION ITALIAN INTO ELF Local food / Wine INCREASE the focus on “simple”, “poor”, “fresh”, “rural” local food and authentic wines. Surrounding landscape (olive groves and trees) UNDERLINE the out-of-the- ordinariness and unfamiliarity aspects. Gazing at souvenir shops REDUCE gaze at souvenir shops.

18. Thank you for your attention 29th August – 1st September 2013 Angela D’Egidio, University of Salento (Lecce, Italy) angela.degidio@unisalento.it Any Questions?

19. References D'Egidio, A. 2009 ‘Eyeing Puglia. Comparing the tourist gaze in English, Italian and German travel articles’. In Rivista Internazionale di Tecnica della Traduzione, 11: 201-212. Hall, E.T. ([1976]1989). Beyond Culture. New York: Doubleday. Katan, D. (2004). Translating Cultures. 2 nd Ed. Manchester: St. Jerome. Manca, E. (2008). ‘From phraseology to culture: the case of qualifying adjectives in the language of tourism’. In International Journal of Corpus Linguistics Special Issue “Patterns, meaningful units and specialized discourses”, Ute Roemer, Rainer Schulze (eds). IJCL Vol. 13, No. 3., pp. 368- 385. Manca, E. (2007). ‘Beauty and Tranquillity in the Language of Tourism: Linguistic and Cultural Reasons’. In De Stasio C. & Palusci O. (eds). The Language of Tourism. Turismo e Mediazione. Edizioni Unicopli, Milano, pp. 113-128. Margarito M. (2000), “La bella Italia des guides touristiques: quelques formes de stéréotypes”. In Margarito M., ed., L’Italie en stéréotypes. Analyse des textes touristiques, L’Harmattan, Paris, 9-3 Tognini Bonelli E. & Manca, E. (2002). Welcoming children, pets and guests. Textus XV (pp. 317- 334). Tognini Bonelli, E. (2001). Working with corpora across languages. Corpus at Work. (pp. 131- 156). Amsterdam: Benjamins. 19