Exploring National Identity (Re)production: A Critical Discourse Analysis of Iran's Representation on its Official Tourism Website

Given the significance of tourism in national identity construction and promotion in current era along with Iran’s need for such an international image promotion, the present study investigated the linguistic texts on the discourse of the Iranian official tourism website to achieve two objectives. Firstly, considering the convoluted interplay among discourse, tourism, and national identity, it investigates how Iranians, in terms of their identity, are represented in the linguistic texts of the discourse used on the Iranian official tourism website. Secondly, it identifies how the discourse either maintains, challenges, or transforms the existing stereotyped perceptions of its identity, embracing its Western represented portrayal in Western media. The current study adopted critical discourse analysis as its framework and used Fairclough’s three-dimensional model as its approach to CDA. The findings of the study demonstrated that Iranians’ authentic and genuine identity, by which they wish to be seen, contests the Western mainstream perceptions of Iranian national identity. Therefore, there is a tendency to transform the prevailing Western stereotypical perceptions of their identity from the producers of the analyzed discourse.