INTRODUCING CULTURAL INTRODUCING CULTURAL STUDYSTUDY

What is Cultural Study?What is Cultural Study?

Raymond Williams:

Culture includes the organization of production, the structure of the family, the structure of institutions which express or govern social relationships, the characteristic forms through which members of the society communicate..

(cont.)(cont.)

Clifford Geertz (social scientist):

Culture is simply the ensemble of stories we tell ourselves about ourselves.

Margaret Mead (anthropologist):

Culture is the learned behaviour of a society or a subgroup.

(cont.)(cont.)

On the basis of those definitions, culture seems to be (almost) everything.

Cultural studies is the study of (almost) everything.

The Subject of Cultural StudyThe Subject of Cultural Study

It does not have a clearly defined subject area.

It is used to describe and study a whole range of practices.

It also lacks its own principles, theories or methods.

So, how does it function?So, how does it function?

(cont.)(cont.)

It functions by borrowing freely from social science disciplines and all branches of humanities and the arts, e.g. anthropology, sociology, linguistics, literary criticism, philosophy, etc.

Characteristics of Cultural StudyCharacteristics of Cultural Study

It aims to examine its subject matter in terms of cultural practices and their relation to power.

Its objective is to understand culture in all its complex forms and to analyse the social and political context within which it manifest itself.

(cont.)(cont.)

It attempts to expose and reconcile the division of knowledge, to overcome the split between tacit (local) and objective (universal) knowledge.

It aims to understand and change the structures of dominance everywhere, but in industrial capitalist societies in particular.

How to Do Cultural Study?How to Do Cultural Study?

A major concept is sign. It has 3 basic characteristics:

o it has a concrete formo It refers to something other than itselfo It can be recognized by most people as a

sign.

(cont.)(cont.)

Signs are organized as codes. A signifying structure composed of sings and codes is a text that can be read for its sings and encoded meanings.

Please consult to any references on structuralism, post-

structuralism, and semiotics.

(cont.)(cont.)

The process, and the products, that The process, and the products, that gives signs their particular meaning is gives signs their particular meaning is representationrepresentation. Through representation, . Through representation, abstract and ideological ideas are given abstract and ideological ideas are given concrete form.concrete form.

e.g. The idea or sign ‘Indian’ is given a e.g. The idea or sign ‘Indian’ is given a specific ideological shape in the way ‘Indians’ specific ideological shape in the way ‘Indians’ have been represented in colonial literature.have been represented in colonial literature.

(cont.)(cont.)

Those concepts are neatly packaged in Those concepts are neatly packaged in discoursediscourse. It often represents a . It often represents a structure of knowledge and power. structure of knowledge and power. Discursive analysisDiscursive analysis exposes these exposes these structures and locates the discourse structures and locates the discourse within wider historical, cultural and within wider historical, cultural and social relations.social relations.

The Origin of Cultural StudyThe Origin of Cultural Study

It derives from the CCCS (Centre for It derives from the CCCS (Centre for Contemporary Cultural Study) at the Univ. Contemporary Cultural Study) at the Univ. of Birmingham established in 1964.of Birmingham established in 1964.

The founding fathers are: Richard Hoggart, The founding fathers are: Richard Hoggart, Raymond Williams, E.P. Thompson, Stuart Raymond Williams, E.P. Thompson, Stuart Hall.Hall.

They concern with the changing of English They concern with the changing of English cultural life.cultural life.

Major Issues in Cultural StudyMajor Issues in Cultural Study

Identity and DifferenceIdentity and DifferenceRepresentationRepresentationSpaces and PlacesSpaces and PlacesHigh Culture/Popular CultureHigh Culture/Popular CultureSubject, Bodies, SelvesSubject, Bodies, SelvesConsumptionConsumption

Identity and DifferenceIdentity and Difference

Identity is the way we may choose to Identity is the way we may choose to represent ourselves and act out our represent ourselves and act out our thoughts, beliefs and emotions in the thoughts, beliefs and emotions in the social world.social world.

Identity may be bestowed by others as Identity may be bestowed by others as well as chosen by ourselves.well as chosen by ourselves.

Identity is a marker of difference.Identity is a marker of difference.

(cont.)(cont.)

Identities are relational and contingent Identities are relational and contingent rather than permanently fixed.rather than permanently fixed.

Identity positions are neither neutral nor Identity positions are neither neutral nor equal.equal.

There are 2 perspectives on identity:There are 2 perspectives on identity:o Essentialist: there is a ‘true,’ authentic, fixed Essentialist: there is a ‘true,’ authentic, fixed

set of characteristics that belong to certain set of characteristics that belong to certain identity.identity.

(cont.)(cont.)

o Non-essentialist: it questions whether it is Non-essentialist: it questions whether it is possible to speak of a ‘true’ identity that is possible to speak of a ‘true’ identity that is fixed for all time and in all places.fixed for all time and in all places.

● Identity may also reflect power Identity may also reflect power struggles. struggles.

● The increasing of globalization The increasing of globalization creates identity crisis.creates identity crisis.

RepresentationRepresentation

3 possible senses to the word ‘represent’:3 possible senses to the word ‘represent’:• To stand inTo stand in• To speak or act on behalf ofTo speak or act on behalf of• To re-present.To re-present.● Meanings are represented via signifying practices.Meanings are represented via signifying practices.● In signifying practices signs are assembled according In signifying practices signs are assembled according

to sets of codes in order to represent the mental to sets of codes in order to represent the mental conceptualizations shared by a particular grouping of conceptualizations shared by a particular grouping of people.people.

(Cont.)(Cont.)

Signifying practices come in material forms: speech, Signifying practices come in material forms: speech, written word, visual images, music, body language, written word, visual images, music, body language, clothing, environments, etc.)clothing, environments, etc.)

Meanings can only be achieved by those who shared Meanings can only be achieved by those who shared the similar systems of representation.the similar systems of representation.

Systems of representations are constituted in:Systems of representations are constituted in:• The signs we useThe signs we use• The categorization and classification of signs The categorization and classification of signs • The codes that govern how we assemble the signsThe codes that govern how we assemble the signs• The signifying practicesThe signifying practices

(Cont.)(Cont.)

In system of representation signs are encoded and In system of representation signs are encoded and decoded.decoded.

Encoding is using signs in certain ways and in particular Encoding is using signs in certain ways and in particular relations to other signs in ways that signify meaning.relations to other signs in ways that signify meaning.

Readers with their own histories and understanding Readers with their own histories and understanding decode/read the signs.decode/read the signs.

3 positions of reading encoded signs:3 positions of reading encoded signs:• Dominant readingDominant reading• Negotiated readingNegotiated reading• Oppositional readingOppositional reading

(Cont.)(Cont.)

Discourse is when systems of representation circulate Discourse is when systems of representation circulate a set of meanings about a certain topic area.a set of meanings about a certain topic area.

Discourse : the network of statements, images, stories Discourse : the network of statements, images, stories and practices by which certain beliefs or a set of ideas and practices by which certain beliefs or a set of ideas about a particular topic are circulated and sustained in about a particular topic are circulated and sustained in order to naturalize these as self-evident or common order to naturalize these as self-evident or common sense.sense.

Discourse is power relation.Discourse is power relation. discourse is a social act which may promote or oppose discourse is a social act which may promote or oppose

the dominant ideology.the dominant ideology.

Footwear AdsFootwear Ads

(Cont.)(Cont.)

Cosmetics AdsCosmetics Ads

(cont.)(cont.)

(cont.)(cont.)

High and Popular CultureHigh and Popular Culture

Several definitions of popular culture (Storey Several definitions of popular culture (Storey 2001):2001):Culture that is widely favoured or well liked by Culture that is widely favoured or well liked by many people. many people. Culture that is left over after we have decided Culture that is left over after we have decided what is high culture. Popular culture is what is high culture. Popular culture is considered as residual category that fail to meet considered as residual category that fail to meet the required standards to qualify as high the required standards to qualify as high culture. Popular culture as inferior.culture. Popular culture as inferior.

(cont.)(cont.)

Popular culture as “mass culture”.Popular culture as “mass culture”. Popular culture is the culture that originates Popular culture is the culture that originates

from ‘the people’.from ‘the people’. Popular culture as a site of struggle between Popular culture as a site of struggle between

the subordinate groups and the dominant the subordinate groups and the dominant groups. groups.

Popular culture is postmodern culture that no Popular culture is postmodern culture that no longer recognize the distinction between high longer recognize the distinction between high and popular culture.and popular culture.

(cont.)(cont.)

Those definitions have in common that Those definitions have in common that popular culture is culture that only popular culture is culture that only emerged following industrialization and emerged following industrialization and urbanization.urbanization.

(cont.)(cont.)

A crucial concept in the study of popular culture A crucial concept in the study of popular culture is ideology. There are 5 (of many) ways of is ideology. There are 5 (of many) ways of understanding ideology (Storey):understanding ideology (Storey):Ideology can refer to systematic body of ideas Ideology can refer to systematic body of ideas articulated by a particular group of people.articulated by a particular group of people.Ideology is a certain masking, distortion, or Ideology is a certain masking, distortion, or concealment. It produces ‘false consciousness’.concealment. It produces ‘false consciousness’.

(cont.)(cont.)

Ideology is intended to draw attention to the Ideology is intended to draw attention to the way in which texts always present a particular way in which texts always present a particular image of the world.image of the world.

Ideology operates mainly at the level of Ideology operates mainly at the level of connotations, the secondary, often connotations, the secondary, often unconscious meanings that texts and unconscious meanings that texts and practices carry, or can be made to carry.practices carry, or can be made to carry.

Ideology is the practices of every day life.Ideology is the practices of every day life.