ABSTRACT American rural social geography has been subjected to simplified and standardised projections and stereotyping by hegemonic tourism media. Urban-centred advertising of rural tourism destinations is a powerful medium in creating hegemony and hierarchy between urban and rural communities. The act of representing rural social geographies through tourism creates discourse which dialectically creates and reinforces the modified social status quo of rural societies. Hence, aiming for social change and to magnify the rural subaltern voice, this article adopted auto-photography as an ethnographic participatory method. Fourteen rural tourism microentrepreneurs from the Piedmont region of North Carolina, United States, participated in self-representational photography of the aspects of life they wished to share with urbanites. Interviews were conducted using participants’ favourite photos as prompts. Critical discourse analysis was employed to identify rural tourism microentrepreneurs’ self-representations that counter urban-normativity. Findings show microentrepreneurs resisted and complied with an urban-normative tourism-based ideological hegemony.

中文翻译：

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乡村旅游微型企业家通过摄影的自我表现：反霸权主义的方法

摘要美国的乡村社会地理学受到霸权旅游媒体的简化和标准化的预测和定型观念。以乡村为中心的乡村旅游目的地广告是在城市和乡村社区之间建立霸权和等级制的有力媒介。通过旅游业代表农村社会地域的行为产生了话语，从而辩证地创造并加强了农村社会改良后的社会现状。因此，针对社会变革和扩大农村次要声音，本文采用自动摄影作为人种志参与方法。来自美国北卡罗来纳州皮埃蒙特地区的14位乡村旅游微型企业家参加了他们希望与城市居民分享的生活方面的自我代表摄影。访谈是使用参与者最喜欢的照片作为提示进行的。批判性话语分析被用来确定乡村旅游微型企业家的自我代表，以对抗城市规范。调查结果表明，微型企业家抵制并遵守以城市为基础的旅游业意识形态霸权。