This study adopts critical discourse analysis to examine the construction of freedom in texts produced by cultural brokers. Specifically we investigate: how freedom is constructed in tourism texts; how this varies across different types of tourism experience; and how the individual tourist's freedom is situated with respect to that of other actors involved in the tourism experience. We demonstrate that the concept of freedom is fluid and highly specific to the particular form of tourism being promulgated. However, a common set of practices are used to make freedom intelligible, regardless of the nature of the specific text or form of tourism. Ultimately, we establish that discourses of freedom are themselves constitutive of power relations that are context specific. © 2011 Elsevier Ltd.
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