La imagen turística del campo pampeano bonaerense (Argentina) a través de la promoción oficial

CECILIA PÉREZ WINTER; CLAUDIA TRONCOSO

Cuadernos de Antropologia Social

Facultad de Filosofía y Letras, UBA

Lugar: Buenos Aires; Año: 2019 vol. 50 p. 85 - 106

0327-3776

In this article we propose to examine the tourism promotion strategies implemented by the Secretary of Tourism of Buenos Aires province between the years 2010-2015. Hence, we analyze the photographic images -and their descriptions- included in the official brochures as part of a strategy to create a diverse, rural and tourist province. For the analysis of brochures, it was consider, on one hand, the quantity and size of the photographs, also their composition, resolution and other technical aspects in the construction of the image. On the other hand, the discursive content of brochures. We conclude that photographic images are gaining relevance in the brochures analyzed, while acquiring different functions (illustrate, singularize, etc.). Likewise, textual and visual images create an idealized rurality of the province of Buenos Aires, based on "clichés" and the reproduction of "myths" that give relevance to the gaucho figure, the estancias and certain rural towns.