ABSTRACT
This chapter describes the medium that underlies the tourist brochures in order to distinguish the various contributions to the structure of a multimodal artefact. The analysis, focusing on concrete features of the brochure medium, such as the method of binding and fold geometry, showed how the tourist brochures exploit the material substrate to create space for their content. Defining the concept of medium is challenging due to its widespread use in both academia and everyday life. Print media, digital media, and social media are some of the concepts frequently used in everyday discourse. Cutting and pasting text, photographs, maps, and other content on millimetre paper, for instance, has been replaced by computers used for desktop publishing (DTP). One aspect of the tourist brochures, which is frequently highlighted in research on tourism discourse, is their reliance on visual communication. The so-called 'visual turn' is a proposition that visual communication is gaining ground at the expense of verbal communication.
