Citizens have responded to newcomers in the Netherlands with acts of solidarity and programmes to support integration, often in response to increasingly restrictive government policies. In a previously published study by the primary author, a critical discourse analysis was conducted of texts used in mandatory government integration programmes. Findings showed that texts discursively construct the “modern Us” the “unmodern Other” and a hierarchical relationship between the two, recreating in practice racialized categories reminiscent of colonial times. Considering the role citizen initiatives play in integration, it is important to also understand their discourse on integration. A critical discourse analysis using Bacchi’s What’s the Problem Represented to Be? approach was conducted on texts used in citizen initiatives for integration in the Netherlands. Additionally, as part of a larger institutional ethnography, ethnographic data was gathered on their day-to-day work. These data were analyzed through a theoretical lens inspired by occupational science, governmentality and post/decolonial studies. Initial findings show dominant discourses found in formal integration programmes being actively reproduced in citizen initiatives. Additionally, findings display concepts of ‘successful’ integration, the “Us”, and the “Other” being discursively shaped by promoting ‘modern’ occupations as part of ‘successful’ everyday life. Occupational science is a field with particular interest in social transformation projects, projects often based in the informal sector. Understanding how dominant discourses are reproduced in informal programmes provides important perspectives on their impact on everyday life, demonstrating the importance of remaining critical of discourses in projects operating in the peripheries.
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The purpose of the research we undertook for this Conference Paper was to investigate whether marketing campaigns for specific types of drinks could be directed towards age cohorts rather than towards intercultural differences between countries. We developed consumer profiles based on drinking motives and drinking behavior by age cohorts. We hypothesized that differences between countries in the youngest age groups are smaller than in the older age groups, where country specific tradition and culture still plays a more prominent role. We, therefore tested, from the data obtained by the COnsumer BEhaviouR Erasmus Network (COBEREN), the hypothesis that the extent to which the age specific profiles differ between countries increases with age. The results confirm our hypothesis that the extent to which drinking motives differ between countries increases with age. Our results suggest that marketing campaigns which are directed towards drinking motives, could best be tailored by age cohort, in particular when it concerns age group 18-37 and more particular for beer, spirits and especially premix drinks. Marketing campaigns for non-alcoholic beverages should be made specific for the British countries and the Western countries, but even more effectively be made specific for the age cohort 18-37.
For German-speaking tourists, an Oriental market (in Arabic: souq) is an exotic place representing the ‘Otherness’. Referring to this Oriental context, the article aims to answer the following questions: What are the tourists’ imaginaries and social narratives and what is the role that cultural brokers play? Gaining insight into the imaginaries and on-site performances of German-speaking tourists of a mega-cruise liner will contribute to the discussion of imaginaries and embodied performances in general as well as the mediation and the construction of space. The research reported upon in the article is part of a larger field study (2012–2014) in Souq Muttrah, the oldest and formerly main market in Oman. Participant observation, photography and in-depth interviews with different types of tourists, local customers, cultural brokers and on-board employees were conducted and marketing material was analysed. Results indicate that in the marketing material, the tourists are already beginning to travel backwards in time. During their visit to the souq, the multi-sensory performances and embodied imaginaries are enhanced by stories of the Arabian Nights. Cultural brokers play an essential role in ‘localizing’ the tourist experience. They adjust their own identities and direct the tourists’ performances at different stages, similar to an Oriental theme park, for example, they stop at a frankincense shop.
