Abstract
!Xaus Lodge is a co-owned community venture that is located in the Kgalagadi Transfrontier Park of South Africa. A semiotic analysis of the Lodge's promotional materials examines images of the San as indigenous. The semiotic construction is then tested against some focus group interpretations. Discursive discrepancies are explained. Tourists, although mostly aware that the Stone Age lifestyle of the San is a myth, want to see “Bushmen” represented in this “traditional” light. The study offers some perspectives on how different generations make their meanings about the San.
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