What Is Cultural Studies

Cultural Studies has, however, been concerned with the subculture generally within Europe as well as America, with arguments centring on the degree to which the significant increase of subcultural identities indicates a shift to the post latest and no matter whether such consumption represents resilience to capitalism. Whereas in traditional societies identity was perceived to be unproblematic in modernity identity becomes mobile, numerous, personal, self-reflexive, and subject to change together with innovation which explains expressed increasingly through habit of eating. Thus identity becomes a theoretical and personal problematic and nervousness a major component of the modern individual. In post modern theories of identity construction identity is described as unstableArticle Search, almost disappearing in the flux and fluidity of contemporary culture; postmodernism is the ‘cultural dominant’ of the post-war consumer society.

The Cultural Studies in a world-wide Context fosters cross-disciplinary research and teaching among social sciences and humanities scholars, focusing on the complexities of increasing globalization and intercultural contact. These adjustments include stimulated both formal together with informal dialogues and collaborations among faculty, move on students, professors of departments, and programs. Lately their works have focused on environmental troubles in postcolonial contexts; empire, masculinity and gender; ethnic as well as religious violence; migration in addition to diasporas as it currently arises in the face of boosting globalization and from a historical standpoint; theories of cultural hybridity and interculturality in the context of asymmetrical power family; as well as geopolitical and other kinds of perimeter where differences of all kinds cause peoples to clash and also intermingle.

Two powerful scenarios dominate the public discourse about the cultural effects of globalization. The one very common scenario represents globalization as cultural homogenization (for example Benjamin Barbers McWorld versus. Jihad). In this scenario the culturally distinct societies in the world are being overrun by internationally available goods, media, ideas, institutions. In a world at which people from Vienna to Sidney eat Big Macs, wear Benetton clothes, watch MTV or CNN, speak about human rights and work on their IBM computers cultural characteristics are endangered. As these commodities and suggestions are mostly of western origin, globalization is deemed westernization in disguise. The other scenario is the fact of cultural fragmentation and intercultural conflict (Huntington’s Clash of armies and most recently “confirmed” by the ethnocide in Yugoslavia).

But can we actually reduce the processes of cultural globalization (i.e. the process of world-wide interconnections) to these two stereotypes? What about the meaning that regional people attach to globally distributed goods and ideas? Why do people drink Coca Cola and what sense do they make of the soap-operas they watch? Do they really trade in their century old life worlds for the kinds of Madonna and Bill Gates? And how does the homogenization scenario fit with its rival, the imminent cultural fragmentation? (Joana Breidenbach and Ina Zukrigl).


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