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In his book Orientalism and in Why Do People Hate America and American Dream, Global Nightmare, co-written with Merryl Wyn Davies, he explores how Muslims are perceived in books, films, television series and advertisements.

He argues that the image of Muslims as " the darker side of Europe " seems to be a fixture of western consciousness and is recycled from generation to generation.

In Aliens R Us, he says that Orientalist imagery has become an integral part of science fiction cinema.