Representative dissonance: India’s Self and Western Image

Western media have often been criticized for portraying Third World destinations through a colonial prism via images of primitiveness and exoticism. Contrastingly, some destinations have begun to resist those representations with media campaigns of their own. The purpose of this study was to critically construe the differences between ways that India is represented in American tourism media and how it is represented by the Indian government itself. The findings revealed that these two representations are different in ways that reflect the colonial nature of international tourism and the postcolonial stage of India’s nationalism. Moreover, the study of representative dissonance is proposed as a tool for understanding the conflicting ideological forces that shape destination images.