This course introduces students to English for Heritage Communication through a multimodal approach, focusing on the analysis and production of texts related to cultural heritage and tourism. Emphasising the role of…
Scheda dell'insegnamento
Obiettivi formativi
This course introduces students to English for Heritage Communication through a multimodal approach, focusing on the analysis and production of texts related to cultural heritage and tourism. Emphasising the role of language in conveying cultural meanings, students will develop the skills needed to communicate effectively across multiple media formats—such as written, visual, and digital content—used in heritage contexts.
Students will build expertise in specialised vocabulary and genres relevant to cultural heritage and tourism, learning to create clear, engaging, and professional texts tailored to diverse audiences. The course fosters essential soft skills, including critical thinking, cultural sensitivity, adaptability, and collaborative problem-solving, which are crucial for working in multidisciplinary and intercultural environments.
Upon completion, students will be able to:
Apply specialized English language skills to analyze and produce multimodal texts that support the promotion and preservation of cultural heritage.
Communicate effectively with varied stakeholders, including tourists, local communities, and heritage professionals, adapting style and content to specific contexts.
Collaborate successfully in team settings, demonstrating interpersonal skills and cultural awareness required in heritage and tourism projects.
Use critical evaluation to assess multimodal heritage materials, ensuring accuracy, inclusivity, and engagement in their professional communications.
This course prepares students for careers such as heritage communication officers, tourism information managers, museum educators, cultural mediators, and digital content creators, equipping them with the language proficiency and soft skills necessary to support heritage interpretation, promotion, and education in national and international contexts.
By the end of this course, students will be able to:
Identify and distinguish different communicative contexts within cultural heritage and tourism, analyzing their discursive features to select appropriate language and multimodal resources for effective communication.
Demonstrate a reflective awareness of the principles and strategies of English for Special Purposes (ESP) specific to heritage communication, critically evaluating their own language learning process and progress to enhance autonomous, lifelong learning.
Produce clear, coherent, and context-sensitive multimodal texts tailored to diverse audiences in the heritage and tourism sectors, integrating verbal and visual elements to convey cultural information effectively.
Exhibit intercultural competence and adaptability in professional communication, collaborating constructively with peers and stakeholders from diverse cultural and disciplinary backgrounds.
Apply critical thinking to assess the accuracy, relevance, and inclusiveness of heritage communication materials, ensuring ethical and respectful representation of cultural narratives.
- In class/at home:Metacognitive strategies for language learning and professional development. Self-assessment exercises to monitor progress and set personal learning goals. Peer feedback and collaborative reflection on communication projects. Applying ethical considerations in representing cultural heritage. Assessing authenticity, inclusivity, and accuracy in multimodal heritage texts
Programma
A more detailed description of the course content is available on the Moodle course page along with selected readings and complex authentic texts to be discussed, read and analyzed
Module 1: Introduction to English for Heritage Communication
Overview of English for Special Purposes (ESP) in cultural heritage and tourism
Understanding multimodality: combining text, images, and other media in heritage communication
Exploration of communicative contexts: museums, guided tours, exhibitions, websites, brochures
Module 2: Analyzing Multimodal Heritage Texts
Identification of multimodal elements in heritage texts (e.g., photographs, maps, captions, video)
Techniques for critical analysis of authentic materials such as tourism brochures, museum panels, and digital content
Case studies of successful heritage communication campaigns
Module 3: Specialized Vocabulary and Genres
Key terminology in cultural heritage and tourism
Exploration of specific genres: descriptive texts, promotional materials, informational signage, audio guides
Exercises in vocabulary building and genre analysis
Module 4: Producing Professional Multimodal Texts
Writing clear, engaging descriptions and narratives for different heritage audiences
Integrating visuals and texts: layout and design principles for effective multimodal communication
Creating digital content such as blog posts, social media updates, and multimedia presentations
Module 5: Intercultural Communication and Audience Awareness
Understanding diverse audience needs and cultural sensitivities in heritage communication
Strategies for adapting language and tone according to target groups (tourists, scholars, local communities)
Role-playing and group activities to develop interpersonal and intercultural communication skills
Final project: critical analysis and presentation of a chosen heritage communication material
Modalità d'esame
In-class activities (discussion, quiz) and a short essay or comment to a case study to be submitted 10 days before the exam date on Moodle.
The final essay will be evaluated on the basis of clarity of answers, mastery of terminology related to the course, ability to summarize, evaluate, and establish relationships among topics. A template with guidelines and a list of topics will be provided on Moodle
Marks are awarded for individual assessment and declare the level of achievement and the grades of performance and satisfactory or unsatisfactory completion of course objectives:
- (28-30 e lode): Excellent or Outstanding
- (25-27): Good or Above Average
- (21-24): Satisfactory or Average
- (18-20): Below Average or Poor
< 18: Failed
ATTENTION: The paper has to be written according to scientific standards and all sources have to be cited. The paper is checked with the software TURNITIN. Unauthorized use of sources will be considered plagiarism.
Testi di riferimento
ADDIS, M., De STEFANO I., and GUERRISI V., eds. Cultural Mediation for Museums: Driving Audience Engagement. Taylor & Francis, 2023, ISBN 9781000860559
Marsh, E. Creating Digital Exhibits for Cultural Institutions: A Guide. Taylor & Francis, 202, ISBN 9781032294162.
SULAIMAN, M. Zain; WILSON, Rita. Translating tourism promotional materials: a cultural-conceptual model. Springer, 2020, ISBN 978-9811363450
ZUELOW, Eric. A history of modern tourism. Macmillan International Higher Education, 2015, ISBN 978-0230369658
SCHRØDER, K.; DROTNER, K. Museum communication and social media: The connected museum. London: Routledge, 2017, ISBN 978-0815346821
Codice insegnamento STS0445