BTA's Cool BritanniaBritish national identity in the new Millennium
ISSN: 1695-7121
Año de publicación: 2006
Volumen: 4
Número: 2
Páginas: 183-200
Tipo: Artículo
Otras publicaciones en: Pasos: Revista de Turismo y Patrimonio Cultural
Resumen
This work provides an insight into the image of Britain resulting from the discourse of British tourist promotion as reflected in materials published by the British Tourist Authority, now officially renamed VisitBritain. Our analysis will lead us to state that a new image of the country –Cool Britannia- has been increasingly featured in BTA materials since the late 1990s, coinciding with the New Labour period in office. It will be argued that this truly postmodern image, currently fighting to become hegemonic, can be analysed in terms of national identity, thus leaving behind the traditional concept of heritage at least because Britannia can no longer recognise herself in a deceased body which is being artificially preserved.