“…Vaara et al, 2006). Analysts have taken up these frameworks in a number of different case studies, including studies of education materials (Van Leeuwen, 2007), news media (Fitzgerald and O’Rourke, 2016; Maier, 2011; Vaara et al, 2006; Vaara and Tienari, 2008), political cartoons (Mazid, 2008), political speeches (Oddo, 2011; Reyes, 2011; Rojo and Van Dijk, 1997), and visa applications (Van Leeuwen and Wodak, 1999). Here, I apply it in a study of tourism promotional literature.…”