While evaluation has recently received the attention of many scholars (e.g.
Hunston & Thompson 2003; Martin 2005; Dossena & Jucker 2007), description has
been rather neglected, even if it is pervasive in any discourse type and genre (Pierini,
2003). Quite distinct in many respects, description and evaluation share the centrality of
the encoder’s (describer / evaluator) viewpoint in the construction of discourse ⎯ a
viewpoint that is physical (spatial and temporal), psychological, socio-cultural and
ideological. The viewpoint in tourism discourse is that of an expert who talks about an
entity s/he knows in depth, selecting and arranging details ⎯ an ‘observe-it-all / knowit-
all’ professional who, from a privileged stance, describes the entity while making
judgements on it. So a central task is to explore how viewpoint is indicated through the
exploitation of the linguistic resources available to the encoder (Short, 1994). Among
the various view markers, adjectives seem to be basic means by which the encoder
expresses his/her perception and evaluation of a given entity.
While evaluation has recently received the attention of many scholars (e.g.
Hunston & Thompson 2003; Martin 2005; Dossena & Jucker 2007), description has
been rather neglected, even if it is pervasive in any discourse type and genre (Pierini,
2003). Quite distinct in many respects, description and evaluation share the centrality of
the encoder’s (describer / evaluator) viewpoint in the construction of discourse ⎯ a
viewpoint that is physical (spatial and temporal), psychological, socio-cultural and
ideological. The viewpoint in tourism discourse is that of an expert who talks about an
entity s/he knows in depth, selecting and arranging details ⎯ an ‘observe-it-all / knowit-
all’ professional who, from a privileged stance, describes the entity while making
judgements on it. So a central task is to explore how viewpoint is indicated through the
exploitation of the linguistic resources available to the encoder (Short, 1994). Among
the various view markers, adjectives seem to be basic means by which the encoder
expresses his/her perception and evaluation of a given entity.
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