<
https://theconversation.com/just-like-the-satire-in-the-white-lotus-tourism-campaigns-often-perpetuate-colonial-stereotypes-about-the-countries-they-are-selling-193540>
"The TV series
The White Lotus has returned for a second season. Both series
of
The White Lotus explore the underbelly of resort tourism.
The first series is set in a resort in Hawaii and contains sex, drugs and
outrageously selfish behaviour. Through its focus on the interactions between
wealthy American guests and local resort staff, it explores complex themes
including racial inequality, the ongoing impacts of colonialism, debates about
land ownership and identity politics.
The second series is set in Sicily, but the first season gives us an
interesting opportunity to reflect on the way tourism destinations are marketed
to appeal to wealthy tourists.
International tourism campaigns try to market the perceived “essence” of what
makes a country special. In the process, they often perpetuate stereotypes.
Critical tourism scholars have long argued such branding tends to overemphasise
and essentialise cultural difference.
Many of the problems satirised by
The White Lotus are perpetuated by a recent
advertising campaign by Tourism Fiji.
The Bulanaires campaign launched in 2019 encourages international tourists to
visit Fiji. The phrase Bulanaires blends the term “billionaires” with the
Fijian greeting “bula”, which implies wishes of good health.
A key message in the campaign is that Fijians may not be wealthy yet are “rich
in happiness”.
The Bulanaires campaign is sophisticated, well-produced and full of charm and
humour. However, our research into tourism tropes shows the advertising
campaign also recycles some troubling stereotypes about Fijian people.
Firstly, like much advertising for the Pacific region and alongside a suite of
related colonial stereotypes, the campaign romanticises poverty as a form of
wellbeing. Secondly, it uncritically reinforces the colonially entrenched
notion of the “happy native”."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
