300751 Digital Orientalism (MA: Mediensoziologie) (S) (WiSe 2025/2026)

Since Edward Said’s groundbreaking work Orientalism (1978), the concept of orientalism has served as a critical lens for analyzing how the “West” constructs, represents, and dominates the “Other.” Said’s theory has sparked extensive debate and critique, leading to new perspectives and ongoing discussions about its relevance and limitations in a rapidly changing world.
In the contemporary digital era, orientalism has taken on new forms. “Digital orientalism” describes how stereotypes, power imbalances, and discourses of otherness are perpetuated, negotiated, transformed, and challenged through digital media such as social media platforms, as well as through the technologies that shape them, including algorithms and AI. From biased travel reviews (Jamerson 2016) and Muslim representation in digital games (Söğüt 2021) to the commodification of Asian virtual influencers (Miyake 2023), digital media have become new sites where orientalist narratives are produced, circulated, and contested.
This seminar examines power relations and representations between the so-called “West” and “non-Western” societies in digital contexts, exploring the emerging phenomenon often described as “digital orientalism.” We will investigate how digital media shapes perceptions of the “Other,” how stereotypes are reinforced or subverted online, and what new forms of exclusion or agency emerge in the digital sphere. At the same time, we will reflect on the limitations and risks of reproducing binary constructs, and consider how digital spaces can foster negotiation, hybridity, and the reimagining of identities.
All required readings for this seminar are in English. Depending on the composition of the group and students’ preferences, seminar discussions can take place in English, German, or in a bilingual format. The graded examination for this seminar is a written paper, in accordance with the requirements outlined in the module description. Details regarding the specific expectations for the paper, as well as the format and requirements for the study assignments, will be provided in the first session of the seminar.

• Bibliography

Jamerson, Trevor (2017): Digital orientalism: TripAdvisor and online travelers’ tales. In: Digital Sociologies, edited by Daniels, J., Gregory, K., & Cottom, T. M., Bristol University Press, 119–135.
Miyake, Esperanza (2023): I am a virtual girl from Tokyo: Virtual influencers, digital-orientalism and the (Im)materiality of race and gender. In: Journal of Consumer Culture, Vol. 23(1), 209–228.
Said, Edward (2003/1978): Orientalism. Penguin Books.
Söğüt, Fatih (2021): Digital games and orientalism: A look at Arab and Muslim representation in popular digital games. In: Handbook of Research on Contemporary Approaches to Orientalism in Media and Beyond, edited by Tombul, I. & Sarı, G., IGI Global, 717–729.