Hybridity, Or the Cultural Logic of GlobalizationThe 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 |
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analysis Arab argued audience British broadcast Chapter colonial concept context coproductions Cosby Show Cowen creative Créolité critical transculturalism cultural globalization cultural hybridity cultural imperialism cultural imperialism thesis cultural mixture cultural studies debate diversity dominance economic emphasis empirical ethnic Fairuz focus foreign French García-Canclini global culture global media Gruzinski historical hybrid cultures hybrid identities hybrid media hybridity's ideology intercultural relations international communication issue Journal of Communication Kraidy Latin American Lebanese Lebanon London Maronite Martín-Barbero Mass Communication mass media Mattelart McWorld Media imperialism media research media texts mestizaje métissage Mexican Mexico modern Muslim nation-states négritude Nonetheless notion of hybridity perspective postcolonial processes production programs rhetoric role Routledge scholars social society structure syncretism Tele Chobis telenovelas Teletubbies television theory Tinky Winky tion Toumson tradition transnational tural TV Azteca Tyler Cowen U.S. popular culture United University Press Western York young Maronites Zachary Zachary's