week 13-modernity and globalization redux

8/7/2019 Week 13-Modernity and Globalization Redux

1/24

Shohat and Stam

Multiculturalism, Postcoloniality, and

Transnational Media

(or mapping modernity/colonization,

redux) uhwhat ?G205 Gendered Ads & Global Consumer Identities

week 13


2/24

Theoretical paradigms change over time. .

Structuralism Post-structuralism

Universalisms

Essentialisms

Taxonomic (create structures) Descriptive (synchronic)

Separates mind/body

Categories define

Theorists: Marx, Levi-Strauss,Freud

Particularities

Social Constructionism

Deconstruction Historical (diachronic)

Can incorporate body, but

all categories produce

excess Theorists: Butler, Rubin,

Foucault, Stryker

In these last few weeks WE ARE DEALING WITH THIS

EXCESS . . . . . . .


3/24

Modernity & Globalization

Modernity in America occurred over several hundredyears and is most often associated with the rise ofindustry (factories, urbanization, etc.) in the 19th andearly 20th centuries.

Globalization describes an ongoing process by whichregional economies, societies, and cultures havebecome integrated through globe-spanning networks ofcommunication and trade.

Constitutive of thisprocess of globalization signals anincreased portion of economic or other activity iscarried out across national borders


4/24

Shohat and Stam suggest media studies

need to look at BakhtinsMultichronotopia

in relation to globalization. The cinema in particular, and audio-visual media in general, is in Bakhtinian

terms "multichronotopic." (see page

"chronotope" (from chronos, time, and topos, place) suggests the

inextricable relation between time and space in the novel, it also seemsideally suited to the cinema as a medium where "spatial and temporalindicators are fused into one carefully thought-out concrete whole."

Commercials/advertising as mini-drama (A.A. Berger)

Bakhtin's description of the novel as the place where time "thickens, takeson flesh, becomes artistically visible" and where "space becomes chargedand responsive to the movements of time, plot and history" seems in

some ways even more appropriate to film than to literature. Thus cinema embodies the inherent relationality of time (chronos) and

space (topos); it is space temporalized and time spatialized, the site wheretime takes place and place takes time.

Lets think about this in application to films.

http://www.youtube.com/watch?v=_dzuB6hcULY


5/24

If these were film shots

what would they say to you

in regard to space and

time? In other words, how

do you interpret theseimages?


6/24

Multiculturalism

acceptance or promotion ofmultiple ethnic cultures, for

practical reasons and/or for the sake ofdiversityand applied

to the demographic make-up of a specificplace, usually at the

organizational level, e.g. schools, businesses, neighborhoods,

cities or nations. (legal example? Affirmative Action)

stressing the importance of different cultures, races, and

ethnicities.

A body of academic work that critically engages issues of

power relations in the practices and discourses of colonialism,

imperialism, and racism (Shohat and Stam, 6-7).

Used to combat racism and to forward decolonization (7).

Example, pushes the West versus the rest argument.

Page 8, why the term is still useful and how it should be used.


7/24

Connecticut,

Delaware,

Georgia,

Maryland,

Massachusetts,New Hampshire,

New Jersey,

New York,

North Carolina,

South Carolina,

Pennsylvania,

Rhode Island,and Virginia.

Declaration of Independence, July 4, 1776

The beginning of COLONIALISM

The thirteen colonies of the United States of America


8/24

1890

In 1890 we had 43states.

Peiss argues theIndustrial Revolution

occurred around

1890this means theinfrastructure of theU.S.A. could nowsupport a mass

audience..

This expansion tookplace over a period of

114 years anddisplaced and killed

thousands of people inthe process. RED = human-made Boundary

Blue= Disputed Boundary

1776-1890=114 years of

development during

modernity


9/24

Current and Past U.S.

Territories

The term colonization,which is derived from theLatin colere, "to inhabit,cultivate, frequent,practice, tend, guard,respect.

colonization refers tosettler colonies,trading posts, and

plantations. Colonialism concerns

the ruling of newterritories overexisting peoples.


10/24

State, Nation, or Nation-State?

State: The accepted definition of a state was supplied by Max Weber inhis book Politics as a Vocation: "A sovereign entity (rules itself), within adefined/specific territory (in defined borders), that holds a monopoly ofthe legitimate use of violence in the enforcement of its order. An empiredoes not have borders as it chooses to continually advance them. Astate does not necessarily rule a people with a common culture, it is

merely a political concept. Nation: comprised of people who share community, common identity,

who are living within a defined territory and organized under asystematic government. A nation is a body of people who share a realor imagined common history, culture, identity, religion, morality,language, traditions, ethnicity or ethnic origin; typically inhabit aparticular country/territory/region. Depending on the source, there are

189 200 states in the world today and 800+ nations. Nation-State: Countries where the social concept of "nation" coincides

with the political concept of "state" are called nation-state. Examples ofa nation-state: France, USA, Israel. A politically independent, may bemulti-cultural and is defined as a group of people united in the politicaland legal structure of the State.


11/24

Postcolonial

The American Heritage Dictionary defines it as "of, relating to,

or being the time following the establishment of

independence in a colony.


12/24

Post-colonialism

(postcolonial theory, post-colonial theory)

is a specifically post-structual intellectual discourse thatconsists of reactions to, and analysis of, the cultural legacy of

colonialism.


13/24

Post-colonial

The list of former colonies of European powers is a long one. Theyare divided into settler (eg. Australia, Canada) and non-settlercountries (India, Jamaica, Nigeria, Senegal, Sri Lanka). Countries suchas South Africa and Zimbabwe, which were partially settled bycolonial populations complicate even this simple division betweensettler and non-settler.

In strictly definitional terms, for instance, the United States mightalso be described as a postcolonial country, but it is not perceived assuch because of its position of power in world politics in the present,its displacement of native American populations, and its annexationof other parts of the world in what may be seen as a form ofcolonization.

For that matter, other settler countries such as Canada and Australiaare sometimes omitted from the category "postcolonial" because oftheir relatively shorter struggle for independence, their loyalisttendencies toward the mother country which colonized them, andthe absence of problems of racism or of the imposition of a foreignlanguage


14/24

Postcolonial theory

Just a few of the questions scholars are asking:

How did the experience of colonization affect those who were colonizedwhile also influencing the colonizers? How were colonial powers able togain control over so large a portion of the non-Western world? What

traces have been left by colonial education, science and technology inpostcolonial societies? How do these traces affect decisions aboutdevelopment and modernization in postcolonies? What were the forms ofresistance against colonial control? How did colonial education andlanguage influence the culture and identity of the colonized? How didWestern science, technology, and medicine change existing knowledgesystems? What are the emergent forms of postcolonial identity after thedeparture of the colonizers? To what extent has decolonization (areconstruction free from colonial influence) been possible? Are Westernformulations of postcolonialism overemphasizing hybridity at the expenseof material realities? Should decolonization proceed through an aggressivereturn to the pre-colonial past (related topic: Essentialism)? How dogender, race, and class function in colonial and postcolonial discourse? Arenew forms of imperialism replacing colonization and how?


15/24

International / Transnational

International

relating to, or affecting twoor more nations

relating to, or constitutinga group or associationhaving members in two ormore nations

active, known, or reachingbeyond nationalboundaries

Transnational

extending or goingbeyond national

boundaries

transnationalismnoun

Transnational media reflect, refract, and transform cultural identity (15).


16/24

Kelloggs 1921"A remedy [for masturbation] which is

almost always successful in small boys is

circumcision...The operation should be

performed by a surgeon without

administering an anesthetic, as the brief

pain attending the operation will have asalutary effect upon the mind...In

females, the author has found the

application of pure carbolic acid to the

clitoris an excellent means of allaying

the abnormal excitement.

-- Dr. John Harvey Kellogg

Mr. Kellogg thought sex was the ultimate abomination

and remained celibate even in marriage.


17/24

1922

New York

Times

Advertising under

modernity in the U.S.


18/24

Cosmopolitan, Russian

Edition, May 2007.Cosmopolitan, French

Edition, September 2000.

And to satisfy our palate for the visual


19/24

Cosmopolitan, American Edition,

March 2007.

Cosmopolitan, British Edition,

August 2000.

the COSMOPOLITAN effect


20/24

Cosmo en Espanol (Puerto Rico),

October 2007

Cosmo en Espanol (U.S.), April 2008



21/24

Cosmo South Africa, May 2008 Cosmo South Africa, December 2007



22/24

A man modeled a Burberry umbrella in Vogue that costs about $200.

Marketers need to create brand awareness in India, said Claudia DArpizio, a partner with theconsulting firm Bain & Company, who is based in Milan.

Who are they creating brand awareness for? Who are the producers and who are the consumers?


23/24

In Vogue Indiamagazine, a childfrom a poor familymodeled a Fendi

bib, which costs

about $100.

NYT9/1/08 - Some

456 million people inIndia live on less than

$1.25 a day. That is

half the population.


24/24

Group Work/Discussion What are whiteness studies? What do they purport to do? How do these co-exist within

multiculturalism? How do Shohat and Stam challenge earlier forms of whiteness studies?

What are cultural studies? How do they differ in the U.S. from where they originated in the

Frankfurt-School? What do Shoat and Stam suggest to overcome some of the conceptual and

theoretical problems?

Your challenge is to figure out how the editors use the term "multichronotopic" in their

introduction. Be ready to explain what the term is and how the writers seem to put the terms into

use. How does this approach to media allow for us to better understand mass media, such as

cinema? Figure out all of the ways in which Shohat and Stam define multiculturalism? Discuss the ways in

which this term is both useful and problematic for scholars. Write the term on the board and

define it for the class. Use page numbers. Be prepared to discuss the answers to the questions I

posed to your group.

Figure out all of the ways in which Shohat and Stam define postcoloniality? Discuss the ways in

which this term is both useful and problematic for scholars. Write the term on the board and



Figure out all of the ways in which Shohat and Stam define transnational media? Discuss the ways

in which this phrase is both useful and problematic for scholars. Write the phrase on the board and



week 13-modernity and globalization redux

Documents