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Narrative Representation of Norway in Tourism Commercials

Student: Nadezhda Gorbova

Supervisor: Alexander Mannin

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

In the process of globalization, the context in which the global tourism industry develops is being transformed - the tendency towards increased globalization has a strong impact on the development of tourism since people become "international" in their worldview. This study aims to determine the importance of cultural affiliation and cultural experience in assessing the narrative rationality of commercial travel video content, representing Norway. Searching into Fisher's narrative paradigm, the study illustrates the problem of perception of "narrative rationality" of commercial video content depending on sociocultural factors. Initially, content analysis was applied, which helped in selecting videos of Norwegian travel brands for future examination, then in-depth interviews were conducted with respondents from different cultural groups to assess the perception of narratives. In scientific discourse, the study once again proves the dependence of the interpretation of various communication products (texts) on the cultural context of the perceiver. Moreover, it makes it possible to generalize about the similarity in the perception of narratives by different cultural groups and to place various kinds of stories in this context. It also helps to narrow down the target audience for travel companies that use narrative as a communication tool.

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