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Staging Marrakech: Theatricality, Exoticism and the Colonial Gaze

Author

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  • Meriem Rafik

    (Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco)

  • Jamaa Ouchouid

    (Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco)

Abstract

This article critically examines how orientalist discourse informs the representation and promotion of Marrakech in travel guides. Through selective language, Marrakech is staged as a site of mystery and exoticism, a portrayal which is inextricably linked to the commodification of culture. By approaching promotional discourse as a discursive medium, the study reveals how cultural otherness is not only represented but also objectified and commercialized within the tourism industry.

Suggested Citation

Handle: RePEc:alk:jpds00:v:4:y:2025:i:3:id:10998
DOI: 10.32996/jpda.2025.4.3.1
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