Is ‘genocide’ code for Third World savagery?

Brendan O’Neill writes,

In international relations genocide has become a political weapon, an all-purpose rallying cry used by various actors to gain moral authority and boost their own standing. Anyone with a cursory understanding of history should know that the bloody wars of the past 10 to 15 years – in Bosnia, Rwanda, Kosovo, Darfur – are not unprecedented or exceptional. Certainly none of them can be compared to the Nazi genocide against the Jews, which involved the industrialised slaughter, often in factories built for the purpose, of six million men, women and children. Rather, the labelling of today’s brutal civil wars as ‘genocides’ by Western observers, courts and commentators is a desperate search for a new moral crusade....

I agree so far, but I'm not so sure about the main thrust of the argument. That sentence concludes with this and another para

...and it has given rise to a new moral divide between the West and the rest, between the civilised and enlightened governments of America and Europe and those dark parts of the world where genocides occur.

In some circles, ‘genocide’ has become code for Third World savagery. What do the headline genocides (or ‘celebrity genocides’, perhaps) of the past two weeks have in common? All of them – the Serbs’ genocide in Bosnia, the Sudanese genocide in Darfur, the Turks’ genocide of Armenians – were committed by apparently strange and exotic nations ‘over there’. Strip away the legal-speak about which conflicts can be defined as genocides and which cannot, and it seems clear that genocide has become a PC codeword for wog violence....

I'm so paranoid I don't dare quote Brendan O’Neill's use of the n-word.