Topic: Methods of Cultural Studies:
Identity, Everyday Life,
Cultural Intermediaries
Name: Baraiya Saryu D.
Subject: The Cultural Studies (Paper-VIII)
Roll no: 27
Study: MA
Year: Semester – II
Guided By: Dr. D. Baradsir
Submitted
To: Department of
English
University: MKBU
Introduction:
Cultural Studies is an academic field
of critical theory and literary criticism. It was introduced very firstly by
British institutes. It was started to take in consideration from 1964. So we can say that it is very new
theory in comparison of many other theories. After that it was approved and
accepted in world wide. In Western society rise of popular culture is after 1960s. And critics linked development
of Cultural Studies with rise of popular culture. And because this is new
theory in literary criticism it is still expanding in the field of literature
and criticism. Influence of T.V., music, internet and other cultural states
popular culture brought among people and chiefly among youth. The tone of this
early version of Cultural Studies was set by students of British New Left. But there are two names, which played most
important role in this field and those two names are Raymond Williams and Richard
Hoggart. They both are from working class background and they dragged their
own cultural interpretations and because of it they realized that their culture
had no role in the literary studies at any university like Cambridge or Oxford.
It was starting of new movement for cultural identity: race based, gay,
feminist, and so on. The aim of this movement was to politicize specific
identities. The work of Raymond Williams
influenced the projects and approaches of the Birmingham Centre for Contemporary Cultural Studies in the 1970s. This approach is purely Marxist approach in nature. It modified
theoretical imminent from post structuralism to develop Cultural Studies. So as
a result, about Cultural Studies, we can say that Cultural Studies focuses on
mass or we can call it popular culture. Culture is produced. Culture is about
power.
Cultural Studies acclimatize many
methods of analysis from various disciplines like, media studies, discourse
analysis, cultural anthropology, popular culture studies and audience study.
Most of these methods are heavily influenced and informed by the theories. They
are also used for political reading of any text or to observe different
features of culture. We can include generation gender-, race-,
sexuality-related several interpretations as result of observation and close
reading of text or any literary work. These interpretations may be false or
true but they reveal the repressive or dominating structures of society. All
cultural forms are connected to markets, society, patrons, humans and many
more. Cultural Studies firmly believes that a person cannot ‘read’ cultural
objects only within the aesthetic empire. As an example if we focus on a single
novel then we cannot only study just novel but we have to focus on history of
that novel, background and even in practicality we have to focus on the
publishing industry, its profit, the society of reviewers, the studious field
of literary criticism, the politics of awards and the hype and publicity system
that ‘sells’ the book. So we can say that we are not just buying a book or a
novel but we buy an entire enterprise. As general Cultural Studies is the
analysis of a culture’s system of meaning production and consumption. Methods
are tools of Cultural Studies that we see in detail.
Identity:
In general and literal meaning
Identity means a name or a person – the mask or appearance one presents to the
world – by which one is known. But Identity has different and contextual
meaning as tool of Cultural Studies.
‘The Identity of a person is, for
Cultural Studies, dependent upon the roles played by that person, the signs
that designate that person and it is constituted through experience, and
representation is a significant part of experience.’
It means what a
person’s position, function, job and responsibility in society it is known as
that person’s Identity as per Cultural Studies. Cultural Studies believes that
personal experiences also make the connection between different structures in
society. As par it we are not in control of our self or our life but we are in
control of structure of society and ideology. We use to think that we are free
but experiences make us realize that we are not free representatives but in
reality we are victim of ideological regimes and discursive that treats us as consumers
alone. Most of the times we have not power of alternatives but we use to live
in that type of daydream that we have some power and control within us. These
signs are part of discourse. As an example we can say that girls assimilate
qualities of the ‘feminine’ because they are brought up in the discourse of
femininity.
This is the
culture, which creates ‘femininity’ and ‘masculinity’ in children. Their roles
in society are decided by society itself.
‘Identity
is the consequence of representation and the effect of discourse. And it is
based on the location within a system of relationship and discourses.’
In Cultural Studies Identity is
socially produced but its theme is related with agency. In words of critic we
can say that Identity is mainly question of agency. But here we have to clarify
our vision about agency first that what we can conceder as agency in Cultural
Studies? Agency is the capacity and
power to mold and determine one’s action or accomplishment and life and
existence. Agency is also production of society. An individual’s ability to
act or to perform is limited by the context in which he or she lives. According
to this main argument some questions can be raise.
¨ Who are the empowered agents in any culture?
¨ Who determines the limits of an individual’s
freedom?
¨ What are the consequences of an individual’s action
in any culture?
Here we can able to open up the
relations between identity, representation and agency. Representation is the generation of meaning and constitutes
identity. Identity influences the
degree of agency one possesses or not possesses. Agency is therefore the consequence of representation.
Discourses
and representations control an individual and its identity, agency and actions.
Discourses are structures of power that produce particular and certain
identities. So here need of self analysis. We have to analysis structures of
power because that influences images, representation and meaning and these
structures finally determine individual lives and actions and it is very
crucial for any culture or society to see which class or groups determines the
discourses.
ü Identity is socially constructed or legitimized.
ü Identity is constructed through representation.
ü This identity determines the degree of agency we
possess in a given social system.
Everyday
Life:
Contemporary
Cultural Studies gives more focus to Everyday Life and conceder it as very
serious meter and even in Everyday Life it focuses on metropolises. It seems
like Cultural Studies only interested in metropolitan culture and its life. A
metropolis is a site that is multi-layered and disputed. Everyday life is about
the practices of the routine. It is mainly about
¨ lifestyle
¨ consumption
¨ social interactions or relations
The culture of anywhere can
reflect in that particular society and social life. That society and social
life is constructed by cultural artefacts used by the people, even as the
cultural artefacts are themselves produced and consumed by society and social
life of people. And if we want to study ‘cultural artefacts’ then it can be
only studied through the analysis of everyday life. What is crucial about
everyday life is, it is accounts for subjectivity in the people’s responses,
and responses and experiences are always subjective because that is fact that
the people respond emotionally to things most of the times, and this is a
central part of their Identity. Sociological studies often ignored this fact.
Here one more thing is that, Everyday
life is specific to location and cultures and no one can ignore this truth.
As an example we can never compare or assume London’s everyday life after
observing Mumbai’s everyday life because they both are totally different in
location, atmosphere, culture, food, clothing, public transport, and many basic
necessary things. They both have difference in their basic structure. Cultural artefacts or events must be
different for different location. So Cultural Studies is must be conscious
about this thing.
Main
part of everyday life is experience.
Experience is the cornerstone of everyday life or we can say that Experience is everyday life. How a
person experienced traffic, food, clothing, social relations, public transport,
the sense of communication, the wisdom and sensation of community, entertainment
constitute, everyday culture it makes him or her about particular everyday
life. Cultural Studies must be analyzing relation between experience of
everyday life and reality so it can be shift from experience to reality. Cultural Studies underscore the textual or
linguistic aspects of experience. But experience is expressed through language
so how people express, what express, how they speak with others and told their
stories about experience. When a person hears to another one, he decodes his
language and cultural codes between them. Language
and representation are therefore integral to the experience and
construction of reality. If experience and everyday life are that much
important, then it is important to see how
these experiences of everyday life
converts into language, image and representation.
‘Cultural
Studies’ interest in everyday life proceeds from what Raymond Williams (1981)
called “lived culture”, where culture is produced through everyday living: the
food people eat, the fashions they adopt, the entertainment they prefer or the
festivals they celebrate.’
So Cultural Studies believes that people
leading their everyday life and produce their culture themselves. Culture is
the end result of experiences and responses. And Cultural Studies tries to
investigate this process of making culture. This process is linked to
relationship of power. But also think of two questions particularly.
¨ Who has access to specific forms of culture in
everyday life?
¨ What are the legitimate forms of cultural acceptable
in everyday life?
Lifestyle and utilization of culture
artefacts in everyday life go together as per Cultural Studies. There is a
certain ideology in every person who works as per its conditioning. This
ideology emphasizes freedom, pleasure and entertainment over duties and work. So,
cultural studies consumerism is itself a new form of identity.
Everyday life is a site of struggle over
meaning. So meaning are much superior and in power in everyday life. If we
see it commonly then we can easily recognized that a common people must be put
stress on particular meaning of a work. So we can find many people who use to
wear only khadi because it has its
patriotic meaning and it can be related with our national father Mahatma
Gandhi. So khadi has particular and certain meaning for a person and so he or
she accepts it in their life and so it becomes a culture and takes place in Cultural
studies. Everyday life generates
multiple identities. Cultural Studies sees identity in metropolises as
increasingly linked to consumption and life style. And now in 21st
century, in metropolitan social, economical life is getting faster and global in
virtual world. Today, metropolitan everyday life across the world is
simultaneously local and global so no more pure local and global life
differentiate and so, Everyday life is
become hybrid of the local and the global. Even where local ethnic chic is
marketed it is a part of a global consumer market. In everyday life we have to
play so many roles in different situation and in different context. So because
of it we can say that everyday life gives us multiple identities because
identity means a role played by a person in his or her life. So how many roles
we played in our life like friend, philosopher, guide, brother, sister,
teacher, student and etc…. that many identities we get in our life. But here
another question is this:
What does a
hybrid everyday life mean:
¨ It means our experience are now restricted to one
race or culture.
¨ Our identities are dawn from multiple, global
sources.
¨ Our values are themselves inspired by global
cultures.
The global cultural artefact is
indigenized, given a local flavor with the help of everyday life. So we can say
that it becomes very simple truth for Cultural Studies. We can never say that
everyday life is dominated or taken over by global culture. Everyday life means
re-invention of global cultural artefacts. . The consumer is not only passive
receiver of global life and global culture. He or she can modify what he or she
receives to suit his or her own purpose and engaged with the global cultures in
a native way, often productively re-doing the global to fit in with an Indian
cultural system.
¨ Global products are actively transformed and given
new meaning by the local audience or consumer.
¨ The Consumer has a degree of power to choose the
product and re-inscribe its meaning.
¨ The individual is engaged in a project of
self-realization and identity creation through the adoption of a lifestyle.
¨ The consumer asserts agency in this process.
Cultural
Intermediaries:
Pierre Bourdieu was the French cultural
theorist and he was the person, who introduced this term ‘Cultural Intermediaries’. He uses this term in his book on the
sociology of taste and distinction. Cultural
intermediaries are those that mediate between the production of cultural
product or event and its consumers (customers).
Marketing companies, advertising
agencies, magazines and etc... are best examples of ‘Cultural intermediaries’.
They built a particular image for a particular product or a film and suggest certain
values of it and sell that product to the consumer. They built a link between
the production and consumption of culture, and so a link between culture and
the economy. These intermediaries are take place between these two departments.
There function
is representation: presenting the cultural object in such a way that a desire
for the same is created in the consumer, who then buys the object.
Let
us see with example of Hindi films. On the production side there are the
film-making company, director, producer, financier and the stars. Then on other
side, means on the consumption side there are audience. But here is a question
that does the audience come to the film immediately means without any
intermediaries?? And very simple and certain answer we can get is ‘NO’. In now days no one is going to watch a single
movie without some knowledge about it in mind. So from where this knowledge
they get? And the answer is from intermediaries. And this is happens in
metropolitan for sure. Various TV channels shows ‘the making….’ programs. Many
papers and magazines cover initial stories about that particular movie and the
star. Channel like ETC shows review on the first day of movie. Before release
there is usually the film’s music that arrives in market and widely publicized.
Music CDs brings more promotional material. Film stars coming in different
serials and reality shows for promotion of their movie and during that time
they talk about upcoming movie and forth coming movie, too. So what these
activities done? Can it connect us with film or its production? What they get
from these activities? They achieve a link.
So we can say that Advertising and marketing are key moments in the process where culture
products are sold. So, Cultural intermediaries are services professions that
enable the cultural product to be sold-metaphorically and literally-to the
consumer.
‘The creation of
“symbolic” value – that is representations – is as central to a cultural
process as production and consumption.’
It
can be possible that cultural intermediaries have no or little knowledge of the
actual processes of cultural production. As an example a column writer of film
magazine does not need to know about production process, casting process or
same kind of other process about the film. As it is the film’s advertising
company does not need to know financial, social, structural background of the
film. Their work is to sell that movie and for which they prepared promotional
material and trailers. That is enough for them. That is the same work done by
cultural intermediaries. They have very
little to do with production of product. They just have to sell the product and
that is the main and real work of culture intermediaries. They are experts to the production and consumption of culture and
though their contribution is central to the production and consumption of
culture. We can consider fan clubs in cultural intermediaries, too. They
also are doing the same. They also are marketing their favorite star’s film.
They generate interest among their group about some particular, forthcoming
film. They performed ‘extra-cultural’ for their favorites. They create an ‘aura’
around a star and help to sell a film. And
of course, they also double as consumers when they go in masses to watch
‘their’ star’s film.
Cultural Studies is interested in
the role played by such makers of representation that generates interests and
makers for cultural products. The cultural intermediaries not only make
incoming for production side, but also for itself. There is thus an economy of
these two sides in-between them. Cultural Studies asks about it that:
¨
What exactly is
the relationship of the cultural intermediaries to the product being sold?
¨
Does the
intermediary really influence audience reaction?
At last main points about cultural
intermediaries are:
ü Cultural intermediaries generate an interest in the
cultural product.
ü They may have an influence on consumption patterns.
ü They mediate between the production and consumption
of cultural product.
Conclusion:
Thus, Cultural studies does
interpretations of signs and uses many methods as tools. Here I try to discuss
three tools or we can call it three methods of Cultural Studies. These three
methods Identity, Everyday life, and
Cultural Intermediaries plays vital
role in study of Cultural Studies. What a person’s role in society and what a
role person played in society that we studied in Identity. What kind of life a
person live that we studied in Everyday life. Core part of that pint is every
location’s everyday life is different from each other and that everyday life is
the only culture of that particular place then we can say that with
constructing his or her personal life a person can construct his or her own
culture. And so on a common people is a consumer and what link the people with
literary product that is known as Cultural Intermediaries. Cultural Intermediaries are the only link for
consumer and product. They don't have any connection with production of any
particular or any product.
(3,078)