Hybridity, Or the Cultural Logic of Globalization
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 mixturecalled critical transculturalismwhich uses hybridity as its core concept, but in addition, provides a practical method for examining how media and communication work in international contexts.
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agency analysis approach Arab argued audience British broadcasting Chapter clash of civilizations colonial communication research concept confessional context coproductions Cowen creative creolization critical transculturalism cultural globalization cultural hybridity cultural imperialism cultural imperialism thesis cultural mixture cultural studies debate diversity dominance economic emphasis empirical ethnic Fairuz focus focuses foreign French Garcia-Canclini global culture global media Gruzinski historical hybrid cultures hybrid identities hybrid media hybridity's ideology intercultural relations international communication issue Journal Kraidy Latin American Lebanese Lebanon London Maronite Mass Communication mass media Mattelart McWorld media imperialism media research media texts mestizaje metissage Mexican Mexico Muslim nation-states negritude Nonetheless notion of hybridity perspective postcolonial production programs rhetoric role scholars social society structure syncretism Tele Chobis telenovela Teletubbies television theory Tinky Winky tion Toumson tradition transnational tural TV Azteca Tyler Cowen U.S. popular culture United Western young Maronites Zachary Zachary's