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Colonial imagery in responsible travel advertisement, a critique from a postcolonial perspective
Publication . Höck, Maximilian; Oliveira, Fernanda; Eurico, Sofia
This paper analyses a selection of images used to advertise outbound responsible travel to various destinations in Africa. The analysis shows that in the advertisement of the selected destinations colonial imagery and text contents are emphasised. It is demonstrated that colonial ideology is reproduced in a binary representation model of the "self" and the "other" supporting not only the criticised powerful creation of knowledge about the Global South but also restores racism as an ideology of dominance. In order to uncover this condition, the text content is dissected by means of a framing analysis and a qualitative content analysis. The images are deconstructed through semiotics and thus evaluated with regard to findings of postcolonial theory. It becomes apparent that contemporary outbound responsible travel agencies continue colonial ideas and power relations through their advertisement. It is thus determined that there is a gap between the declared aims of responsible tourism agencies and the singleperspective and derogatory meanings the advertising images carry. Accordingly, recommendations for DMOs (Destination Management Organisations) and decision makers that are involved in the promotion of global travel are developed.
2017Conference object Open access Show more