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Accessible Unlicensed Requires Authentication Published by De Gruyter Mouton February 28, 2012

Exaggerating difference: Representations of the Third World Other in PI aid

Kasper Juffermans,
From the journal Intercultural Pragmatics


This article is concerned with how private/personal initiatives (PIs) in development cooperation (PI aid) discursively represent their projects and aid beneficiaries. To this end it, examines Dutch and Flemish PIs active in The Gambia, West Africa, on the basis of a critical analysis of self-promotional material published on their websites. It is argued that PIs construct an image that exaggerates cultural and socio-economic differences between the European Self and the African Other, and that this needs to be understood in the context of the PIs' roots in tourism and other discourses of representing the Third World Other.

Published Online: 2012-02-28
Published in Print: 2012-March

© 2012 Walter de Gruyter GmbH & Co. KG, Berlin/Boston