Stories help consumers to make sense of the product and/or services in marketing and branding. Especially in tourism, storytelling is an effective channel for destination brand communication. Stories are powerful because they turn myths into tangible consumer experience creators; they provide insights and encourage learning. Tourists have always needed myths-stories with attractive plots and characters to make sense of the tourism destination. So it's important to have portfolio of attractive, positive stories and effective storytelling channels in destination brand communication for any destination brand. In this paper, certain stories derived from a formerly conducted research about a city destination were investigated. Data were derived from the stories by using qualitative approach based on content analysis. Word counting, classification and labeling techniques were utilized. The analyses yielded plots, themes that were connected with the destination brand. The plots/themes included wide range of linkages reflects positive and/or negative sentiments. Also, various attractive characters, places, beliefs, phenomenon, experience etc. were raised related with the destination brand as a result of analyses. After all, "Objects" and "locality" themes put forward. The results have represented a concentrated summary of the meanings subject to able to use in destination brand communication utilizable by tour guides, destination developers, marketers and brand managers.

This study discusses ideological effects on media content. According to Hallin (1986), while journalists serve as defender and sanctifier in the conciliation field; expose, blame and exclude those who are out of political conciliation in the deviance area. Antagonism between soldier and power in Turkey takes place in the deviance area via the news. In the discourse which have taken place in the national press in recent years; hegemonic military and civil elites are observed to be driven out to the existing routine. While the power of Turkish Armed Forces (TAF) in Turkey is untouchable and inarguable, Hallin (1986) with news discourse is taken out of the conciliation area and driven into the deviance area. To open the process of interchanging the hegemonic into discussion via the news in the press makes the observation of ideological routing of the press inevitable. The observation of news about TAF will be carried out upon the discourse theory of Laclau and Mouffe. In private sense; “Sledgehammer Coup Plan” published in national press Taraf Newspaper on Jan 20, 2010 is chosen as a sample. This study puts the construction of hegemony, politics and economic structure together via discourses. It is observed that hegemonic ideology opens the position of parties on power into discussion by using media.