Representations of industrial heritage in tourism marketing materials: Analysing androcentric discourse in textual and visual content

Marketing materials for UNESCO World Heritage Sites in Bergslagen, Sweden, perpetuate patriarchal narratives that exclude female and alternative perspectives on industrial heritage. This study, using post-feminist theory, analyzed textual and visual content from three sites—Långban, Axmar Bruk, and Engelsberg Ironworks—and found a persistent reliance on male-dominated representations. The research highlights how contemporary tourism communication reinforces gender polarization, despite the region's rich history of mining, smelting, and cultural development. By examining online materials, the study identifies dominant narratives while also uncovering gaps in diverse storytelling, offering insights into the role of marketing in shaping heritage interpretations.

Funk, M., & Pashkevich, A. (2020). Representations of industrial heritage in tourism marketing materials: Analysing androcentric discourse in textual and visual content. Dos Algarves: A Multidisciplinary E-Journal, 36, 41–58. https://doi.org/10.18089/damej.2020.36.3