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Journeys of Whiteness
Journeys of whiteness

Idling away the narcolepsy of a London Underground tube journey, we were struck by an advertisement for international phone calls pasted above our heads. It declared cheap rate calls with a prefix of the company name followed by the region in question: X-Africa (Nigeria, Ghana, Kenya), X-South Asia (India, Pakistan, Bangladesh, Sri Lanka) and a category that was simply addressed with a suffix to the company name: ‘X-max’. The latter included regions as far afield as Australia, New Zealand, Canada and the USA. There are two implications of this type of advertising. First, those who belong to the ‘max’ countries are not named in any way because they are the norm against which Africa and Asia can come into existence. ...

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