To satisfy the desire of wealthy tourists for “exotic” locales and “unspoiled” scenery, some Australian and New Zealand organizations engage in exploiting Indigenous cultural capital and heritage. This article examines promotional video material from national tourism campaigns available on YouTube, including the Australian campaign Where the Bloody Hell Are You?, and Qantas and Air New Zealand safety videos and advertising. The analysis of textual and visual imagery demonstrates how national tourism agents utilize Indigenous cultural forms for commercial purposes, which results in cultural exploitation and expropriation as well as creation of inferior identities of Indigenous people. The study contributes to deconstructing current neocolonial models of (mis)representation of Indigenous minorities to promote emancipatory discourses about their identities.

中文翻译：

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澳大利亚和新西兰旅游活动中土著文化身份的视觉表现

为了满足富有的游客对“异国情调”和“未受破坏”风景的渴望，一些澳大利亚和新西兰组织参与开发土著文化资本和遗产。本文研究了 YouTube 上提供的全国旅游活动的宣传视频材料，包括澳大利亚活动你是血腥地狱在哪里？，以及澳洲航空和新西兰航空公司的安全视频和广告。对文本和视觉图像的分析展示了国家旅游代理如何将土著文化形式用于商业目的，从而导致文化剥削和征用以及土著人民劣等身份的创造。