Hegemony, identity, and resistance in tourism discourse: unveiling Jordanian narratives through CDA

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This paper critically investigates the role that tourism discourse plays in the construction and negotiation of Jordanian national identity within the framework of Fairclough’s three-dimensional Critical Discourse Analysis. Focusing on narratives presented by three prominent tourism-related discourse platforms, this paper explores how power dynamics between locals and tourists are discursively represented. The findings represent an interplay of hegemonic and resistance constructs that shape Jordan’s identity to be modern and traditional. The research underlines strategies for highlighting national pride, negotiating global tourism expectations, and the subtle assertion of cultural authority, having significant implications for understanding identity and power in tourism discourse.