Masters Thesis

The new frontier of colonialism: exploring tourism rhetoric in the Philippines

The Republic of the Philippines has a tumultuous history, wrought with nearly 400 years of Spanish colonization, and in the early 20th century, U.S. imperialism and occupation. Colonialism & imperialism leave cultural remnants behind long after foreign rule has passed. In this thesis, I explore how the complex concept of national identity is communicated in the advertisement campaign entitled “It is More Fun in the Philippines” through use of critical rhetorical analysis, framed by postcolonial theory, tourism discourse theories, and Orientalism. This research describes the complexity and nuance of the Philippine’s postcolonial cultural location as they appear in the chosen artifact, which has the power to influence the construction of national identity for Filipinos at home and abroad. Future communication scholarship can benefit by considering these constructions when unpacking Filipino identity and history.

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