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In chapter 7, there is discussion on the rate at which information is spread when sent through different media. Because the Awra Amba experience is geared towards an outreach away from Awra Amba, is pretty pricey, and needs internet to access it, the Awra Amba community and even Zumra did not know of its existence. This means there is a high probability of neighboring communities not knowing of it either. The Awra Amba experience creates stereotypes and comparisons, which further distance Awra Amba and other Ethiopian communities with the global audience.

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Perspective taking is defined as "imaginatively experiencing the feelings, thoughts and situations of another" (pg. 27). Dr. Ostebo argues that this is something that most documentaries on Awra Amba try to achieve, but end up reproducing stereotypes in the process. Looking at it this way, I would say that it decreases the overall potential for a realistic perspective to be had. If the producers of these documentaries were to include all the negatives surrounding Awra Amba into their films, it would shine some light on what is actually going on in and outside of this "utopian" village.

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Last week, we discussed about how Awra Amba was actively promoted, but chapter 6 mentioned how it can also be indirectly promoted. For example, the stereotypes for Ethiopia and the reality of Awra Amba may surprise some, and the huge contradiction between Awra Amba and it's surrounding conservative communities made it stand out even more, therefore they made it easier for Awra Amba to gain popularity.

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What is invisible about Awra Amba's aura? On page 6 of Chapter 6, Dr. Ostebo discusses Richard Rottenburg's work on travelling models and shares how he argues that for a model to be circulated,"...it needs to have aura, 'something which is convincing and appealing and at the same time invisible'"

(Andrea  Behrends  et  al.,  2014:  18). So, taking this into consideration, where does Awra Amba's invisibility lie? Is it in its "unexpected place" in an "undeveloped country" (pg.8)? Or perhaps somewhere else?

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This image really fascinated me because it describes values as the unseeable aspects of something, where as the values of Awra Amba are clearly visible. I wonder if this definition of values challenges the values people use to describe Awra Amba.

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Do you think the people of Awra Amba have the same kind of pride for their community as the elderly woman in the taxi in Helsinki did? Or are there different types of pride?

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Chapters 5 and 6 emphasized empathy as a tool used throughout the documentary made on Awra Amba. Throughout these chapters we learned of the caveats of using emotion as a tool to display a model. The video draws on a similar tactic used with Lyfta in framing particular narratives in hopes to respond to an audiences emotions. These things are done despite how it much it may reflect the very stereotypes intended to be challenged in the first place.

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Neuromarketing: Inside the Mind of the Consumer