Università del Salento: ESE - Salento University Publishing
Not a member yet
17344 research outputs found
Sort by
Promoting Puglia. A comparative analysis of the destination image and the tourist gaze through BERTopic
Full text linkDestination image has drawn great interest in tourism-related research for several years, with a range of studies approaching the topic from different perspectives. The main objective of this study is to introduce an innovative automated methodology, using the state-of-the-art machine learning model BERTopic (Grootendorst 2022), for analyzing the online destination imagine in institutional tourist communication. To test this approach, Puglia, known as the heel of Italy’s boot, was selected as a case study. More specifically, a textual content analysis of two official tourism promotion websites was carried out with the aim of determining whether the regional Destination Marketing Organization (DMO) promotes a coherent destination image and how it directs the tourist gaze (Larsen, Urry 2011) across different digital platforms. Findings reveal discrepancies in the projected destination image, particularly in terms of thematic focus and the language used. In turn, these discrepancies raise discussions about the strategic alignment and coherence of Puglia’s destination branding efforts. Therefore, this study not only represents a methodological advancement in the content analysis of destination images but also provides data-driven practical insights for DMOs to refine their strategies for more effective engagement with potential visitors
Persuasive und informative Elemente der Wahlkampfkommunikation. Analyse einiger Wahlwerbespots zur Bundestagswahl 2025
No full textWithin the paradigm of political campaigning, the medium of election advertising assumes a pivotal role, and consequently, its dissemination occurs in the period immediately antecedent to elections. The objective of these advertisements is to persuade undecided voters to cast their vote for the party, thereby underscoring its ideological stance and its supporters, even among those who align with competing parties. This approach draws parallels with traditional commercial advertisements, highlighting unexpected similarities in their strategic approach. Consequently, election advertisements possess both an informative and persuasive character, with the persuasive elements stemming from a skillful integration of verbal and non-verbal components. The purpose of this paper is to undertake a multimodal analysis of five of the most viewed YouTube advertisements for the federal elections in Germany, with the aim of identifying which verbal and non-verbal elements contributed most to their popularity. Multimodal analysis therefore aims to identify the characteristics that contribute most to the persuasive objective of the election campaign, to create an emotional bond between the parties and the electorate and to build trust. The paper is divided into three sections. The first one provides a theoretical foundation, introducing and classifying election commercials. The second section presents an analysis of the commercials, while the third section offers a discussion of the strategies employed by the various parties and some final considerations
El discurso especializado y su traducción: Jean Milburn en la versión subtitulada al español europeo de Sex Education
Full text linkEl presente estudio indaga de qué modo la subtitulación al español europeo de Sex Education (Netflix 2019-2024) mantiene o modifica – el discurso especializado y la agencia femenina del personaje Jean Milburn, terapeuta sexual y madre del protagonista. A partir de un corpus paralelo bilingüe de 80 unidades dialógicas que involucran al personaje en las tres primeras temporadas de la serie, se clasifica el léxico de la salud afectiva en dos macro-áreas (bienestar sexual y bienestar emocional) y se aplica una taxonomía de técnicas de subtitulación basada en la distinción entre transfer y non transfer (Ávila Cabrera 2020; 2023; Ávila Cabrera y Rodríguez-Arancón 2025). Los resultados preliminares muestran que, en la mayoría de los casos, la traducción de los tecnicismos vinculados al bienestar sexual preserva la equivalencia con la versión original, si bien se observan también ejemplos de neutralización u omisión (non-transfer). El estudio cualitativo evidencia que las pérdidas de especificidad afectan principalmente al léxico psicológico que sustenta la dimensión de empoderamiento femenino, con un impacto potencial en la recepción del personaje por la audiencia meta
Uses of English as a Lingua Franca in contexts of the new digital-financial communications for migrant communities in Italy
Full text linkThe present paper intends to explore the impact of the new emerging digital modes of communication in the field of financial support to migrant communities residing locally in the South of Italy, as they could represent not only social tools for integration but also important instruments of linguistic mediation. One of its main aims is to analyse the mini-corpus of available texts, which linguistically may represent new resources to explore both in terms of intercultural communication, as well as disciplinary genres. The main issue is indeed correlated to the levels of accessibility and acceptability, and the potential need to revise ‘standard’ Western codes of communication, which are intuitively applied even to these kinds of direct communication. Text types that could be taken into account will be mainly of an informative type, i.e. aiming to target a wider audience of people speaking English and which could be also analysed in order to test: a) the text accessibility, and b) the actual strategies applied to enhance or which prevent communication in certain fields of action. One of these is banking and the EU/national communications as a social system, which could be considered here in the perspective of text simplification, as well as a setting for communication in English. Indeed, although various studies in the field of migrations and English as a lingua franca have been the object of recent research, it is important to reconsider the ‘variations’ of English as a core of this study, generating a new focus into the implications of such uses. In other words, the research addresses migrants as the main receivers of these informative texts, and could be also of interest to future mediators (also involving students of non-linguistic faculties at an academic level), who may interact with foreign nationals and migrants resident in the local area and need to perform economic transactions
La presenza di Dio nei testi del rap polacco
Full text linkPoland certainly represents a unique situation when it comes to faith and the presence of God within rap production. The theme has not only been present in Poland since the origins of this music movement, but the most famous track from Polish rap, one of the most famous songs ever in post-Wall Poland, is closely linked to God: Jestem Bogiem (I'm God, 2001) by Paktofonika. The rhymes of the refrain: “Jestem Bogiem/Uświadom to sobie, sobie/Ty też jesteś Bogiem/Tylko wyobraź to sobie, sobie” (I'm a God/Realize this, yourself/You are God too/Just imagine it, imagine it) project the prerogatives of God onto the human being. When he writes the text, the author (Magik) identifies divinity with the achievement of targets through the use of one's abilities; in his intentions there is in no way the ambition to replace God. The God we carry within us is the one who feeds on our best actions.The link between Polish rap and the topic of faith, however, became closer well before Jestem Bogiem started being played on the radios and musicassettes of young Polish people. This is a relationship that has existed since the beginning of the rap movement in Poland. Already from the name of one of the very first Polish rap group, Kaliber 44, founded in 1994, from the titles of the collections and individual tracks contained in their works two characteristics strongly emerge: the connection with literature and that with religiosity. The present work therefore aims to reconstruct the history of the relationship between Polish rap and God also in its various thematic declinations: the direct comparison with divinity and the brave one with its opposite and inevitable, the devil. In this sense, rappers like Eldo, who continually underscores the difference between faith and religion, Łona and Słoń act as models for changing the communication paradigm with God
Il parlato docente nella classe di L1: Uno studio esplorativo delle strategie discorsive
Full text linkThis paper presents the preliminary findings of an exploratory study on interaction and classroom management strategies used by Italian L1 teachers. The research is situated at the intersection of two domains: teacher talk studies (Diadori et al., 2007; Bosc & Minuz, 2012; Diadori, 2018; Monami, 2021) and conversation analysis (Heritage, 2006; Orletti, 2000). While teacher talk has been extensively investigated in L2 contexts—with numerous studies and corpora—research in L1 teaching remains limited (Ferrari, 2019). The study is based on the premise that teacher talk functions not only as a linguistic model for imitation, but also as a key facilitator of learning. Pragmatic aspects are central to teacher talk, which is often adapted for pedagogical purposes and tailored to the learners' needs (Monami, 2021). Research indicates that, across different contexts, teacher speech exhibits varying degrees of pragmatic features. This analysis focuses on two types of asymmetric interaction: explanations and task-related instructions. Specifically, it examines the use of epistemic modals, hedging devices, comprehension checks (e.g., Are there any problems?), motivational prompts (e.g., Come on!), and connective acts that anchor the discourse to past or upcoming phases of interaction (e.g., We’ve already seen that; As I told you).Questo contributo presenta i primi risultati di un’indagine esplorativa sulle strategie di gestione del parlato da parte dell’insegnante di italiano L1. La presente ricerca si inserisce nel quadro degli studi sul parlato del docente che hanno caratterizzato parte della ricerca glottodidattica negli ultimi anni (Diadori et al. 2007, Bosc e Minuz 2012, Diadori, 2018, Monami, 2021) e dell’analisi conversazionale (Heritage, 2006; Orletti, 2000). Mentre nel contesto dell’insegnamento di L2 esistono numerosi studi e corpora sul parlato dell’insegnante, in ambito L1 gli studi sono ancora scarsi (Ferrari, 2019). Il lavoro parte dal presupposto che il parlato dell’insegnante rappresenti non solo un modello di input da imitare, ma anche una modalità di facilitazione dell’apprendimento. In particolare, gli aspetti pragmatici costituiscono un punto chiave del teacher talk, un parlato modificato a scopo didattico e caratterizzato da un’attenzione alle esigenze degli apprendenti (Monami, 2021). Dalle ricerche emerge che i docenti, indipendentemente dal contesto in cui operano, presentano un parlato in cui si riscontra un’incidenza variabile di diversi aspetti pragmatici.L’analisi qui proposta riguarda due tipi di interazioni asimmetriche: la spiegazione e le istruzioni per lo svolgimento delle attività. In particolare, si è indagato l’uso di modali epistemici, attenuatori, atti di verifica della comprensione (ad es. ci sono problemi?), atti di incitamento (ad es. dai, forza), e atti di raccordo, che collegano il discorso a momenti precedenti dell’interazione (ad es. l’abbiamo già trovato, come vi ho detto).
“auf die höchste Blüte der Kunst- und Erwerbsbetriebsamkeit gestellten Erdendasein” Pfisters Mühle di Wilhelm Raabe e la questione della tecnica
Full text linkThis article offers a new interpretation of Wilhelm Raabe’s Pfisters Mühle, moving beyond the conventional reading of the story as a conflict between humans and nature. It situates the narrative within the broader philosophical problem of technology (téchne) and human rationality, which Raabe enacts through the motif of original sin and humanity’s natural drive to manipulate and dominate nature. The story shows how technical reasoning can become a pervasive mode of domination, subordinating existence to efficiency and utility, with rapid technological change intensifying existential anxiety and fostering nihilism. The problem lies not in technology itself, but in human capacity to perceive change and respond ethically to its transformations. In this context, Raabe examines the tension between technical rationality and humanistic knowledge, as reflected in the protagonist’s manuscript. Art and narrative emerge as enduring repositories of experience and ethical insight, countering the abstraction and control inherent in unexamined technical thought. In doing so, Raabe shifts the focus from environmental consequences to how humans perceive the world, interpret knowledge, and relate to one another in a context shaped by technological power. Ultimately, the text suggests that existence gains meaning through shared experience and relational awareness, rather than through mastery of the external world