LA SEMANTICA DEL VERBO IN VIAGGIO. IL RUOLO DEL VERBO NELLA RAPPRESENTAZIONE MULTIMODALE DI TEMPO E SPAZIO NEL DISCORSO TURISTICO
DOI:
https://doi.org/10.54103/2037-3597/32003Abstract
Il contributo analizza il ruolo della semantica verbale nella comunicazione turistica, concentrandosi sulla costruzione linguistica e multimodale del tempo e dello spazio dell’esperienza di viaggio. Partendo dal presupposto che il verbo costituisca un elemento centrale nella rappresentazione del movimento, della permanenza e della relazione tra il turista e la destinazione, l’articolo esamina l’interazione tra scelte verbali, strutture morfosintattiche e componenti visive. L’analisi si basa su un corpus di campagne pubblicitarie del Trentino, prodotte tra il 1971 e il 2025, e adotta un approccio qualitativo multimodale. I risultati mostrano come tempi, aspetto, modalità e opposizioni verbali contribuiscono a modellare immaginari simbolici e narrativi, orientando il coinvolgimento emotivo e cognitivo del destinatario. Alla luce delle analisi svolte, viene proposto un modello di analisi multimodale che attribuisce al verbo una funzione semantica centrale nella rappresentazione dinamica del viaggio, offrendo uno strumento applicabile anche ad altri contesti e pratiche discorsive del turismo.
The semantics of the verb in travel. The role of the verb in the multimodal representation of time and space in tourism discourse
This article investigates the role of verbal semantics in tourism discourse, focusing on the linguistic and multimodal construction of time and space in the travel experience. Starting from the assumption that the verb constitutes a central element in the representation of movement, permanence, and the relationship between the tourist and the destination, the study examines the interaction between verbal choices, morphosyntactic structures, and visual components. The analysis is based on a corpus of tourism advertising campaigns from Trentino, produced between 1971 and 2025, and adopts a qualitative multimodal approach. The results show how tense, aspect, modality, and verbal oppositions contribute to shaping symbolic and narrative imaginaries, thereby orienting the emotional and cognitive engagement of the recipient. On the basis of the findings, the article outlines a multimodal analytical model that assigns a central semantic function to the verb in the dynamic representation of travel and that can also be applied to other contexts and discursive practices in tourism.
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