• Western Dominance in representing the majority world:
  The general public in most industrialised and Western countries form their perceptions about the majority world via western-controlled news agencies and aid organisations. One-sided news agendas can give rise to unwarranted stereotypes about the majority world.
  
  Due to various obstacles, it is usually difficult for people in the majority world to have a chance to tell their own stories. Yet it is also vital that we are shown a more balanced portrayal of life – one which casts light on the culture, traditions, society and people in question.
  
  Our vision is to provide an alternative source of images and stories from the majority world. A picture of life that is more positive, accurate and educational – as told by the peoples of the majority world itself.


• Trade Justice and Globalisation:
  Photographers in the majority world are marginalised because they face many barriers to enter and compete in world markets. Camera equipment and service centres, post-production facilities and even basic internet access are taken for granted by most Western photographers.
  
  Photographers in the majority world have also at times been cheated, misled and almost always underpaid. We have set out a series of strong ethical principles that guide our commercial behaviour, and we hope to earn the trust of those photographers whom we serve.
  
  Thankfully, the web provides a useful bridge and serves as a powerful tool for selling photography worldwide. Our vision is to ensure that majority world photographers have the tools to access their fair share of the global image market.


• Trade with Aid:
  Aid can play a helpful role, but in the long term, majority world photographers should have the means of leading their own independent lives. One key method of achieving that is to help them create sustainable businesses and livelihoods.
  
  Our vision is to make a contribution by allowing the creation of successful small businesses in the majority world, whilst also being driven by a philosophy of social enterprise through our work in the North.
  


• The Digital Divide:
  Selling photography globally is now a digital business, and this has introduced even more entry barriers for majority world photographers. Our work tackles this issue head on. With majorityworld.com, we provide a unique vehicle which reduces the cost involved for majority world photographers to access world markets online.
  
  Our vision is to use the power of the digital age to empower our photographers and their audiences.

Disadvantages faced by majority world photographers:

Digitisation of film-based archives

• Lack of access to quality scanning equipment and resources
• Language barriers in key wording and captioning

High costs of going digital

• High costs of digital cameras and other related equipment
• Difficulty in obtaining such equipment, due to the lack of retail outlets catering to such items
• Lack of service and repair centres
• Lack of training avenues to learn new set of skills
• Limited and costly access to broadband or high-speed access internet

Market Isolation

• Lack of knowledge about market opportunities in the North
• Lack of knowledge about themes being sought after by Western agencies and customers
• Lack of knowledge of detailed technical (digital) requirements of Northern customers

Lack of Representation

• Without administrative support, potential customers are lost if the photographer is away on a travelling assignment and unable to manage the sale personally
• Without international promotion, majority world photographers remain invisible. Commissions and assignments in the developing world are typically carried out by Western professional photographers, often at reduced rates or even for free. This makes it impossible for majority world photographers to compete.

“They don’t have the eye.”

- Comment by a director of a major European photo-library when justifying why commissions in developing countries are given to Europeans rather than local photographers