Othering

1.) The West views the East as being homogeneous, with the people there being anonymous masses rather than individuals. The West also views the East as being exotic, mystical, and seductive.

2.) It means they see Eastern peoples as not having any sort of individuality when it comes to their actions. They are like a hive mind that act on emotions and racial considerations.

3.) Their actions are determined by instinctive emotions rather than by conscious choices or decisions. Their emotions and reactions are determined by racial considerations rather than by aspects of individual status or circumstance.

4.) It benefits the West by giving the impression that if the group of Eastern people as a whole are kept happy, (since they act of off emotions and act as a group, and discontent would incite a group uprising) they will be easy to conquer and control. By taking control of the hive mind, Westerners would have total control over people. Creating a common enemy will enable people to more easily band together to combat their enemy.

5.) In a sense, perhaps. Not as much as before, back when the West was still encased in the blissful throes of colonialism and imperialism, but it still exists to an extent.

*The placement of objects/events/etc. in such a way as to emphasize the differences between them.