chapter  5
There Is No ‘I’ in ‘Team’: The Co-Construction of Expertise on the Nomadic Matt Travel Blog
ByTOM VAN NUENEN AND PIIA VARIS
Pages 25

This chapter investigates the semiotic processes that enable Nomadic Matt to appear as an ‘expert’, viewing these (co-constructed) processes through a Goffmanian lens. Within tourism studies, Goffman’s dramaturgical ‘model’ has been drawn on to understand touristic performances-in literature and in spectacle, as well as in terms of performance, identification or selfpresentation.4 In particular, Goffman’s distinction between front and back regions has been popular in the field (e.g., MacCannell, 1976; Edensor, 2001). This chapter, however, does not engage with the well-established front/backstage discussion but, rather, contributes to the existing literature by employing other Goffmanian notions, in particular that of the ‘team’.