Mediating the “other,” Google Maps version: a critical discourse analysis of online reviews

Purpose This study aims to investigate whether and how modes of digital mediation pertaining to Rahat – the sole Arab Bedouin city in Israel – convey ideological meanings that reflect underlying power structures and sociocultural hierarchies. Design/methodology/approach Using a qualitative research design, this study uses critical discourse analysis to examine user-generated content on Google Maps Reviews. Specifically, it analyzes 2,216 reviews written in Hebrew by Jewish-Israeli visitors across 14 popular tourist sites in Rahat. Findings The analysis reveals a dual tendency in the discourse: on one hand, reviewers express fascination and appreciation for the local Bedouin culture. On the other hand, their evaluations often imply preferences for Western or “progressive” standards, suggesting a desire to reshape the local experience through an external cultural lens. The study concludes that while Rahat is portrayed as a site of unique hospitality and desert charm, the digital mediation simultaneously reproduces Orientalist assumptions and implicit biases toward Bedouin society. Originality/value This research offers a novel perspective on digital mediation as a bottom-up communicative practice that uncovers latent power relations and sociocultural hierarchies. It contributes to the discourse by highlighting the role of user-generated content in shaping perceptions of marginalized communities – particularly Arab Bedouins – within the digital sphere.