Staging Marrakech: Theatricality, Exoticism and the Colonial Gaze

Authors

  • Meriem Rafik Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco
  • Jamaa Ouchouid Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco

DOI:

https://doi.org/10.32996/jpda.2025.4.3.1

Keywords:

tourism, discourse, culture commodification, marketing strategies, exoticism

Abstract

This article critically examines how orientalist discourse informs the representation and promotion of Marrakech in travel guides. Through selective language, Marrakech is staged as a site of mystery and exoticism, a portrayal which is inextricably linked to the commodification of culture. By approaching promotional discourse as a discursive medium, the study reveals how cultural otherness is not only represented but also objectified and commercialized within the tourism industry.

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Published

2025-10-04

Issue

Vol. 4 No. 3

Section

Research Article

How to Cite

Rafik, M., & Jamaa Ouchouid. (2025). Staging Marrakech: Theatricality, Exoticism and the Colonial Gaze. Journal of Pragmatics and Discourse Analysis, 4(3), 01-05. https://doi.org/10.32996/jpda.2025.4.3.1