World

which is ‘industrial’ and ‘built up with lots of brightlights’ with images of poor people.EXAMPLE AThe two backpackers travelling through Latin Americastarted off at Bolivia. They are doing research for theRough Guide and they are going from Santa Cruisewhich is a big city travelling to the country. The city isindustrial and very built up with lots of bright lights etc.This contrast in the city where you see images of poorpeople who are obviously locals judging by how they aredressed and their skin colour. Then you see images in thecountry which is quite barren, dry and desert like. Thereis images of soldiers etc. showing that behindmodernisation and industrialisation of the big city thereis actually quite a lot of civil unrest that normally touristswould not see or choose not to see. (Middle Class,London)Adventure travel stories looked at not only thebenefits of such travel but the costs to the country itselfand local economies in particular.EXAMPLE BBolivia, one of the most beautiful countries in the world.Would you like to travel there? If so, keep viewing as wehave a report from the country itself. While it is not tosome people’s tastes this country has a lot to give to thetraveller. Beautiful scenery, excellent food, cheapaccommodation. It is certainly an experience that shouldnot be missed. But, a word of warning for the potentialtraveller. Be aware that this is a very poor country whichis in need of much help. Abuses by western tourists, someof whom have suggested that to travel there is becomingmore expensive, cannot be allowed to carry on. Localeconomies are becoming ever more dependent on moneyraised from tourists and it is essential that this not bedestroyed by greedy tourists eager for bargains. It is clearthat the success of tourism in this country is dependent onthe respect with which travellers treat it and its people.(Retired, London))EXAMPLE CAnd next. If you want to be adventurous why not try aholiday in Bolivia. While you won’t get the luxury of ensuitebathrooms and pool-side services, you will get toexperience a beautiful and exciting country with a richand varied culture. Travelling is basic but comfortable asis most of the accommodation in this region. We shouldstress that this is not a holiday for the faint hearted, asBolivia is a remarkably poor country in need of a lot ofrejuvenation. Any traveller cannot fail to take notice ofthis fact. As with other countries Bolivia is beginning tosee tourism as a beneficial way of helping local economiesrebuild themselves. What they are striving to attract arediscerning travellers who will appreciate the culture whilenot trying to exploit a way of life which has existed forcenturies. (Ethnic minority, Afro-Caribbean, London)Similarly, some comment on global marketing andthe pervasion of western brand names in developingsocieties, noting, ‘even in this remote area you still havethings like Coca Cola.’ Other groups could not engagewith this area of programming at all. The 15 year-oldgroup were unclear how to set their stories out andwanted to know what the programmes were likegenerally because they had never really viewed them. Thestories they presented reflected this lack of knowledge.EXAMPLE DJake got sacked from the mines because he had too muchdynamite in him. So depressed he goes to the local bar andgets slaughtered and dresses up in his army clothes withhis gun hidden in his coat. He gets on the bus. Two milesdown the road he tries to hijack it but he runs out of petrol.So he steals a Mercedes and drives to the dock and sees asign that says Vegas, he goes there. When he puts the newson he was on it. So he went for a pee behind a bush andthe llamas came and ate him. He came back alive as allama his wife gave birth to a llama. (15 year-olds,London)EXAMPLE EWe were on this Island and we got rescued by some boats.We got picked up by the boats and we tried to get into ahotel for the night but there was no room so we had tosleep on the streets. There was a drought so some peoplewere making tea and juice. A bus came and we hijackedthe bus and lost. We had our shoes cleaned and went to apub and watched the entertainment. (15 year-olds,London)It seems that programming in this area draws a verydistinct audience who relate to the ‘discerning traveller’who ‘appreciates culture’. Amongst the groups who donot watch this type of programme (as in the 15 year-olds),it is interesting to see how readily their descriptionsinvolve references to ‘drought’ and ‘getting slaughtered’.Though it must be said that these appear in the midst ofan extraordinary jumble of images of what the world maylook like.126 DFID – July 2000