Where’s the Indian people?
As a communications consultant who works mainly with small and medium enterprises, I do a fair amount of web content. Also, a lot of my work involves online secondary research, so that again means I spend some of my time looking at assorted websites. Which brings me to one question : what’s with this fascination that Indian websites have for white people?
Open up any website regardless of the product/service it is dealing with - IT services, education, craft - what have you, and chances are you’ll see a white person in a suit and tie or skirt and blouse, looking all thrilled and happy to be using the company’s services. Now, I understand if the company is catering to the global market, though even there, why we assume that only white people live in the US or Europe is a little beyond me. Ok, let’s just say its talking to the majority. But, like I said - I am often looking at websites by SMEs which are talking not even to a pan-Indian but a highly specific audience, say Bangalore or Western or Southern India. What’s with the white people then?
I am reluctant to attribute it to a lingering worshipfulness of white skin. Ah, if the white man likes it, it must be good! Can it really be that? I hope not. Maybe its a subconscious feeling that international = white and companies with international ambitions at some stage want to project that (the same reason why a novel set in New York is international but one set in India is Indian). Another explanation is that pictures of white people are simply easier and cheaper to acquire. India-specific images are few and sites like Imagebazaar which offer them charge a bomb. So perhaps that’s what explains the absence of brown faces.
What do you folks think?
p.s. The title was inspired by an old post of Amrita’s, Where’s the Indian baby?
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