Abstract
Our paper aims to analyze the means and methods of construction of the speaker’s ethos in the discourse of guides during guided museum tours. The general perspective of our research is that of discourse analysis, centered on the specialized discourse, more precisely on the oral discourse of museum guides, whose generic characteristics can be considered as markers of identity of the cultural institution to which they belong. The questions our study will attempt to answer are: What type of ethos do museum guides build? What are the speech strategies used by the guide to reflect a rewarding image of oneself / the institution s/he represents and to build his/her professional ethos? Our goal is to identify linguistic tools and discursive markers that allow us to reconstruct the process of building ethos in the speaking exercise. The oral corpus on which our analysis is based was collected in Dijon and Beaune between 2015 and 2016.
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