['< sod > the imperial conquest of “ non – white ” countries was intellectually justified with the [ [ fetishism | fetishization ] ] of the eastern world, by way of cultural generalizations that divided the world into the artificial, binary - relationship of “ the eastern world ” and “ the western world ”, which is the dichotomy that identified, designated, and subordinated the peoples of the east as the other — as the non – european self. < ref name = " : 1 " > { { cite journal | url = | title = the other | last = mountz | first = alison | date = 27 january 2016 | journal = key concepts in political geography | doi = | pmid = | access - date = } } < / ref > the process of fetishization is a function of [ [ orientalism ] ], which the colonialist ideologue realises with three actions : ( i ) homogenization ( all oriental peoples are the same folk ), ( ii ) feminization ( oriental people are the lessers in the east – west relationship ), and ( iii ) essentialization ( reduction to an artificial essence of innate characteristics ), thus, othering reduced the people, places, and things of the orient to cultural inferiority, which then justified colonialism and so establish the west as the superior standard. < ref name = " : 1 " / > < ref > { { cite book | title = orientalism | last = said | first = edward | publisher = patheon books | year = 1978 | isbn = | location = new york | pages = } } < / ref > < eod > < sod > the imperial conquest of “ non – white ” countries was intellectually justified with the [ [ fetishism | fetishization ] ] of the eastern world, which was effected with cultural generalizations that divided the peoples of the world into the artificial, binary - relationship of “ the eastern world and the western world ”, the dichotomy which identified, designated, and subordinated the peoples of the orient as the other — as the non – european self. < ref name = " : 1 " > { { cite journal | url = | title = the other | last = mountz | first = alison | date = 27 january 2016 | journal = key intellectual concepts in political geography | doi = | pmid = | access - date = } } < / ref > the process of fe ##tishization of people and things is a function of [ [ orientalism ] ], which the colonialist ideologue realises with three actions : ( i ) homogenization ( all oriental peoples are the same folk ) ; ( ii ) feminization ( oriental people are the lessers in the east – west binary relationship ) ; and ( iii ) essentialization ( a people reduced to the artificial essence of universal, innate characteristics ) ; thus, the praxis of othering reduced to cultural inferiority the people, places, and things of the eastern world, which then justified colonialism by establishing the west as the superior standard of culture. < ref name = " : 1 " / > < ref > { { cite book | title = orientalism | last = said | first = edward | publisher = patheon books | year = 1978 | isbn = | location = new york | pages = } } < / ref > < eod >']