Nature Portrayed Linguistically on the Selected Ecotourism Websites of Pakistan: An Eco-critical Discourse Analysis

Abstract

Applying Stibbe's (2015) story framework, this study provides an eco-critical discourse analysis of nature representations on five selected ecotourism websites in Pakistan to examine their environmental beliefs. The study demonstrates the way these websites linguistically form nature-human relationships through a qualitative analysis to evaluate patterns. It focuses on the types of word choices, analogies, evaluation patterns, and overall communication related to natural habitats. Exploring the ideology underlying the appraisal pattern on particular ecotourism websites is the aim. Only five unofficial websites were included in this study, which could not accurately represent all of the content related to ecotourism in Pakistan. Furthermore, the study omitted visual components that might influence audience perceptions in favor of emphasizing only textual characteristics. Findings show that while portraying nature, these websites frequently employ positive language methods. To raise awareness of the environment, they use phrases like "pristine" and "vibrant," build living metaphors ("the mountains breathe"), and utilize inclusive vocabulary ("our natural heritage"). The tone is always one of adoration and awe, presenting nature as valuable and worthy of preservation. As to the study, more open communication that achieves a balance between actual environmental claims and promotional objectives could be beneficial for website makers.

Keywords: Ecolinguistics, Ecology, Appraisal Patterns, Evaluation, Ecotourism, Nature Representation, Eco-critical Discourse