"Doing Cultural Theory is a textbook and a toolkit that teaches the basics of cultural theory, unpacks its complexities with real-life examples, and shows readers how to link theory and practice. Offers accessible introductions to how cultural studies has engaged with key theories in structuralism, poststructuralism and postmodernism. Teaches straightforward ways of practicing these theories so students learn to think for themselves. Uses 'Practice' boxes to show students how to apply cultural theory in the real world. Guides students through the literature with carefully selected further reading recommendations Other textbooks only show how others have analyzed and interpreted the world. Doing Cultural Theory takes it a step further and teaches students step-by-step how to do cultural theory for themselves." -- Publisher's website
MARSHALL MCLUHAN DEFINES HIS OWN APPROACH AS 'SYSTEMS DEVELOPMENT' INVOLVING A STRUCTURAL ANALYSIS CONCERNED WITH THE INNER DYNAMICS OF THE FORM & CONFIGURATION. MCLUHAN'S GENERAL SCHEMA CONCERNS AN HISTORICAL PERIODICITY BUILT ON CULTURAL TRANSFORMATIONS EFFECTED BY CHANGES IN COMMUNICATIONS TECHNOLOGY CORRESPONDING TO SENSORY STRESS. THE PERIODIZATION YIELDS 4 STAGES: (1) A (PRIMITIVE) COOL AUDIBLE TRIBAL CULTURE WITH THE ORAL TECHNOLOGY OF SPEECH, (2) A (PRECAPITALIST) HOT VISUAL CULTURE WITH THE SCRIBAL TECHNOLOGY OF THE PHONETIC ALPHABET, (3) A (CAPITALIST) HOT VISUAL CULTURE WITH THE MECHANICAL TECHNOLOGY OF PRINT, & (4) THE CURRENT (MONOPOLY CAPITALIST) COOL AUDIBLE-TACTILE CULTURE WITH THE ELECTRIC TECHNOLOGY OF TV & COMPUTER. THE PHASES OF DEVELOPMENT IN MCLUHAN'S THOUGHT CAN BE DISCERNED AS I ('36-'51), II ('52-'58) & III ('59-PRESENT), IN WHICH HE EVOLVES FROM AN ABSTRACT NEGATIVITY TO A COMPLETELY UNCRITICAL POSITIVITY. MCLUHAN DOES NOT CONSIDER COMMUNICATION PRIMARILY AS SR AMONG PEOPLE, BUT AS RELATIONS BETWEEN HUMAN BEINGS & THINGS, & CONNECTIONS BETWEEN THINGS THEMSELVES. MCLUHAN'S TECHNOCRATIC IDEOLOGY TOTALLY EXCLUDES HISTORICAL MOVEMENTS & QUALITATIVE CHANGES WHEN IT EXAMINES FUTURE NEEDS, INTERESTS, VALUES, & GOALS. MCLUHAN FAILS TO RECOGNIZE THAT A PILLAR OF NEOCAPITALIST INTEGRATION IS THE PRODUCTION, MANIPULATION, & APPROPRIATION OF INFORMATION, & THAT THE MEANS OF COMMUNICATION IN THE US ARE STRUCTURALLY & ORGANIZATIONALLY HIERARCHICAL CHANNELS FOR DOMINATION & CULTURAL IMPERIALISM. MCLUHAN'S WORK IS PERMEATED BY TECHNOLOGICAL FETISHISM, CYBERNETIC REIFICATION, IDEALIST MATERIALISM, & A TYPE OF SECULAR RELIGIOSITY. A. KARMEN.
In seinem Beitrag legt der Autor dar, welche Perspektive er für eine transkulturelle Medienforschung in der Cultural Theory von Mary Douglas sieht. In ihrer Theorie, die auch als Grid-Group Modell bekannt ist, geht es vorrangig um die Erarbeitung von Dimensionen, die es ermöglichen, Kulturen so zu beschreiben, dass sie miteinander verglichen werden können. Vier kulturelle Prototypen bilden die Eckpfeiler der Cultural Theory: die hierarchische Kultur, die individualistische Kultur, die egalitäre Kultur und die fatalistische Kultur. Er argumentiert, dass Douglas' Begrifflichkeiten einen Ansatz transkultureller Kommunikationsforschung gestatten, der es einerseits ermöglicht, kulturelle Konflikte zu theoretisieren, der andererseits aber den Anspruch hat, kontextübergreifend anwendbar zu sein. Die Cultural Theory gestattet so eine vergleichende Auseinandersetzung mit inter- und transkulturellen Kommunikationsprozessen. (RG)
