The term
culture often varies depending on the context which is being brought forward in
an interaction. “Culture is the ensemble of social processes by which meaning
are produced, circulated and exchanged” (Thwaites et al., 1994, p. 1).
Henslin
(1998) in his book titled Essentials of
Sociology: A down-to-earth approach stated that, “All human groups possess culture – language, beliefs, values,
norms and material objects passed from one generation to the next. Material
culture consists of objects (art, buildings, clothing, tools). Nonmaterial (or symbolic) culture is a group’s way of thinking
and patterns of behaviour. Ideal culture
is the values and norms that a group holds out for itself. Real culture is their actual behaviour, which often falls short of
their cultural ideals” (p. 53).
Whereas Griffin
(2009) sees cultural studies as, “A neo-Marxist critique that sets forth the
position that mass media manufacture consent for dominant ideologies” (p.334).
In short, the study looks into the matter of the way of life of certain group,
community or society and how meaning of some things may differ between these
group, community or society.
Before going
further, it is crucial that we understand the term visual culture. As stated by
Mirzoeff (1999) in his book titled An
Introduction to Visual Culture, “Visual culture is concerned with visual
events in which information, meaning, or pleasure is sought by the consumer in
an interface with visual technology...any form of apparatus designed either to
be looked at or to enhance natural vision, from oil painting to television and
the internet” (p.3). He further added to the statement that postmodernity is
created by the visual crisis of culture instead of textuality.
Edgar &
Sedgwick (2008) sees visual culture as a representation of a ‘pictorial turn’
in cultural studies which theorists focus on the visual image and back away
from text (verbal or literary). How I
view this is that as we are living in a post modern world, we are presented
with various visual media types and our consumption of these media is somehow influential
and affecting our lifestyle.
For example:
‘Keeping up
with the Kardashians’ is a reality television series which focus on the life of
the Kardashian and Jenner family. The Kardashians sisters and their brother Rob
are known for being the children of the late Robert Kardashian, an attorney who
won the defense against the O.J Simpsons murder trial. Other than that they are
also famous for being socialites, models, their clothing line businesses and television
personalities based on their multiple reality programs.
There are a
few key terms which are needed to be taken into account in learning cultural
studies: representations, discourse, ideologies and politics. In the lecture
notes, Chris has mentioned that representation involves interpretation and
always takes place in a discourse. The above statement is the representation of
the image – ‘the Kardashian’.
Whereas discourse
is defined by Foucault as the ‘frameworks of interpretation’ which is used in
order to make sense (Griffin, 2009, p. 337). Thwaites et al (1994) defined
discourse as “a set of textual arrangements which organises and co-ordinates
the actions, positions and identities of the people who produce it” (p. 135). The
discourse for the example above is ‘Keeping up with the Kardashians’.
Ideology is
the process of representing material social relationships, and of attempting to
reconcile them in discourse (Thwaites et al, 1994, p. 155). The ideologies that
the Kardashians represents are wealth, high end fashion brands, beautiful
(facial and curves), first class, lifestyles of the rich and famous, family
hood.
Whereas politics
as told during lecture is defined as involving all those processes whereby
power relationships are implemented, maintained, challenge or altered in any sphere
of activity whatsoever. The politics of the Kardashians are politics of
consumerism, politics of femininity, politics of fashion and politics of class.
References:
Edgar, A.,
& Sedgwick, P. (2008). Cultural
theory: the key concepts. (2nd ed). London; New York: Routledge
Griffin, E. (2009). A first look at communication theory. (7th ed).New York: The McGraw-Hill
Companies.
Henslin, J.
M. (1998). Essentials of sociology: a
down-to-earth approach. (2nd ed). USA: A Viacom Company
Thwaites, T.,
Davis, L., & Mules, W. (1994). Tools
for cultural studies: an introduction. South Melbourne: Macmillan