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variety of offerings and niche markets. The
manner in which an ecotourist is addressed, for
example, is quite different from the way heritage
tourism is portrayed.
Finally, the language of tourism employs a
multiplicity of techniques in order to enhance the
effectiveness of its communication. At the verbal
level, it makes great use of comparison, keywords
and keying, testimony, humour, languaging and
ego-targeting. Visually, it appeals through colour,
format, cliche and such connotation procedures
as trick effects, pose, indexical transference, photogenia,
aestheticism and syntax. When words with
pictures are combined, techniques vary from
puzzles and temporal contrast to those of collage,
ousting the competition, infraction of taboo and
significant omission. As such:
the language of tourism is a structured, monological,
multistrategical and controlling way of
communicating between often anonymous parental
senders and readily identifiable childlike
receivers. Through many registers, diverse
media and at all stages of a trip, the language
of tourism transmits timeless, magical, euphoric
and tautological messages which contain the
circular expectations and experiences of tourists
and tourism.
�Dann 1996: 249)
References
Dann, G. �1996) The Language of Tourism:A
Sociolinguistic Perspective, Wallingford: CAB International.
GRAHAM M.S. DANN, UK
Latin American Confederation of
Tourist Organisations
The Latin American Confederation of Tourist
Organisations �COTAL) was established in 1957.
Its mission is to promote tourism and the activities
of the travel agencies and tour operators in
the Latin American countries, through marketing
and institutional relations. To achieve its mission,
the confederation organises an annual congress in
various Latin American countries, addresses issues
inherent in the tourism activity, and maintains
successful relations with official tourism organisations
throughout its region. The headquarters of
COTAL is located in Buenos Aires, Argentina.
law
law 349
MARIA FUENMAYOR, USA
Law is sometimes interpreted as an expression of
cultural values, and sometimes as a rationalised
framework of power. Friedman �1975) has argued
that `the function of the legal system is to distribute
and maintain an allocation of values that society
feels to be right . . . allocation, invested with a sense
of rightness, is what is commonly referred to as
justice' �1975).
The four traditionally recognised schools of
thought about the nature of law are natural law
theory, legal positivism, legal evolutionism or
historical jurisprudence, and sociological jurisprudence.
These emerged in the nineteenth century.
At present, social scientists approach law with a
distilled and selective recombination of many of
these classical legal conceptions. They use these
transformed paradigms blended with the new
information technology, methods and preoccupations
that the law is called upon to regulate. This
resulted in a new politico-economic setting that
requires new legal solutions.
Applications would be in the study of legal
institutions themselves, administration of justice,
behaviour of courts, lawyers and other collaborative
agencies. Economic dimensions and consequences
have loomed increasingly large in the
study and evaluation of legal norms. The cost of
justice and the nature of access to justice have
become issues of major concern to governments.
The high-flown individual and community
values that legal principles express are examined
by legal economists in the light of their efficiency
and social effect, not just their self-defined moral
content and rightness.
Tourism is an all-embracing phenomenon
representing for various destinations an agglomeration
of sectors that generate and accumulate
wealth in the society. The law is called upon to