Hybridity, Or the Cultural Logic of Globalization

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Temple University Press, 2005 - Language Arts & Disciplines - 241 pages
The intermingling of people and media from different cultures is a communication-based phenomenon known as hybridity. Drawing on original research from Lebanon to Mexico and analyzing the use of the term in cultural and postcolonial studies (as well as the popular and business media), Marwan Kraidy offers readers a history of the idea and a set of prescriptions for its future use.Kraidy analyzes the use of the concept of cultural mixture from the first century A.D. to its present application in the academy and the commercial press. The book's case studies build an argument for understanding the importance of the dynamics of communication, uneven power relationships, and political economy as well as culture, in situations of hybridity. Kraidy suggests a new framework he developed to study cultural mixtureOCocalled critical transculturalismOCowhich uses hybridity as its core concept, but in addition, provides a practical method for examining how media and communication work in international contexts."
 

Contents

Cultural Hybridity and International Communication
1
Scenarios of Global Culture
15
The Trails and Tales of Hybridity
43
Corporate Transculturalism
76
The Cultural and Political Economies of Hybrid Media Texts
99
Structure Reception and Identity On ArabWestern Dialogism
120
Toward Critical Transculturalism
148
Notes
163
Bibliography
177
Index
211
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About the author (2005)

Marwan M. Kraidy is Assistant Professor of International Communication at the School of International Service, American University. He is co-editor of Global Media Studies: Ethnographic Perspectives.