Document details

Colonial imagery in responsible travel dvertisement, a critique from a postcolonial perspective

Author(s): HöcK, Maximilian Martin

Date: 2017

Persistent ID: http://hdl.handle.net/10400.8/2797

Origin: IC-online

Subject(s): Responsible Tourism; Postcolonial Theory; Visual Culture; Representation; Advertisement; Domínio/Área Científica::Ciências Naturais::Ciências da Terra e do Ambiente; Domínio/Área Científica::Ciências Naturais::Ciências da Terra e do Ambiente; Domínio/Área Científica::Ciências Naturais::Ciências da Terra e do Ambiente


Description

This master's thesis analyses a selection of images used to advertise outbound responsible travel to various destinations in Africa. It shows that in the advertisement of the selected destinations colonial imagery and texts are emphasised. Colonial imagery is reproduced in a binary representation model of the "self" and the "other" that not only supports the criticised creation of knowledge of the Global South but also restores racism as an ideology of dominance. To demonstrate this, images and text material are analysed with regard to findings of postcolonial theory. It becomes apparent that contemporary outbound responsible travel agencies continue colonial ideas and power relations. It is thus determined that there is a gap between the declared aims of responsible tourism agencies and the single-perspective and derogatory meanings the images, they use to advertise their products, carry. Accordingly, recommendations for DMOs (Destination Management Organisations) and decision makers that are involved in the promotion of global travel are developed. Keywords

Document Type Master thesis
Language English
Advisor(s) Oliveira, Fernanda Maria Fernandes; Eurico, Sofia Teixeira
Contributor(s) HöcK, Maximilian Martin
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