The needs of the present determine the value and nature of the primitive. Primitive as denial of coevalness: special distance/distance in time, not part of contemporary, primitive means first/early, not same history, earlier version of us. Live in a timeless world not coeval, westerners play into this idea desire to get away from 9-5 routine. Bruner of cannibals, tourists and ethnographers: tourism like ethnography not equipped to handle first contact rather does best after other european civilizations have been there (aka after primitive culture has been conquered, it can be reconstituted in tourism). Colonialism, ethnography and tourism have much in common, they arise from same social formation. For the natives" col, eth and tourism are all the same in the sense of foreigners with money and power. Tourism has less to do with what other people are really like and more to do with how we imagine them. In tourism the 3rd world becomes a playground of the western imagination.