Kraidy wants the reader to realize that the hybridity framework overcomes those limitations and works in broader applications. It argues that bhabhas concept of hybridisation is predicated upon the everchanging location of. Hybridity has become a master trope across many spheres of cultural research, theory, and criticism, and one of the most widely used and criticized concepts in postcolonial theory. This paper considers homi bhabhas notion of hybridity and a cultural third space in his seminal 1994 work the location of culture.
Corporate transculturalism chapter 5, the political economy of hybrid media texts chapter 6, identity on the line. The intermingling of people and media from different cultures is a communicationbased phenomenon known as hybridity. Cultural hybridity constitutes the effort to maintain a sense of balance among practices, values, and customs of two or more different cultures. Download it once and read it on your kindle device, pc, phones or tablets. Marwan m kraidy a guide to understanding hybridity the interaction of cultures. Cultural hybridity and international communication chapter 2. 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. The popularity of the trend influenced even active filmmakers to engage in fast growingvideofilm. Pdf critiques of hybridity thabit alomari academia. Kraidy writes, hybridity has proven a useful concept to describe multipurpose electronic gadgets, designer agricultural seeds, environmentfriendly cars with dual combustion and electrical engines, companies that blend american and japanese management practices, multiracial people, dual citizens, and. It is this active moment of challenge and resistance against a dominant cultural. Hybridity has become a master trope across many spheres of cultural research, theory, and criticism. An intercultural communication perspective of back. Hybridity, in its most basic sense, refers to mixture.
Most filmmakers embraced the video as a survival option. Hybridity, or the cultural logic of globalization marwan. Cultural identity and the relationship between the coloniser and the colonised have considerable significance in bhabhas works. It was mainly concluded that global brands should find out the right balance between a standardized and an adapted cultural approach in order to establish a trustworthy proximity with brazilian consumers on the digital environment. Hybridity, the interaction of people and media from different cultures, is a communicationbased phenomenon. However, there are various approaches to hybridity homi bhabha, edward said, stuart hall. Hybridity has become a master trope across many spheres of cultural research, theory, and criticism, and. Hybrid talk, the rhetoric of hybridity, is fundamentally associated with the emergence of postcolonial discourse and its critiques of cultural imperialism. Kraidy hybridity has become a master trope across many spheres of cultural research, theory, and criticism, and one of the most widely used and criticized concepts in postcolonial theory. In this vein, kraidy 2002 invites a new approach to analyze hybridity in cultural globalization. Achille mbembe achilles heel a christmas memory acid perspectivism a coffin for dimitrios a columbus of space a companion to cultural studies pdf a companion to diaspora and transnationalism a companion to film theory ebook a companion to film theory pdf a companion to gender studies pdf a. Kraidy 2005 asserts that hybridity is the obligatory celebration of cultural difference and fusion and it resonates with the globalization of mantra of unfettered economic exchanges and the supposedly inevitable transformation of all cultures p.
Hybridity is a broad notion, it is therefore imperative to situate every analysis of hybridity in a specific context where the conditions that shape hybridities are addressed kraidy, 2005, p. Hybridity has become a master trope across many spheres of cultural research, theory, and criticism, and one of the most widely used and. I especially appreciate kraidy s mention of a fact often overlooked. Hybridity, or the cultural logic of globalization oapen. This series on american popular culture abroad appropriates hybridity to describe the global reception of u. It is the second stage in the history of hybridity, characterized by literature and theory that study the effects of mixture hybridity upon identity and culture.
Kraidy is clearly wellversed in the literatures he cites, and i found his dissection of the debates on cultural imperialism and cultural globalization chapter 2, for example, a real strong point. Hybridity in cultural globalization kraidy 2002 communication. If culture represents the meanings, ways of action, and ways to evaluate the value of actions in a society and if cultural hybridity entails a change in those meanings and actions, then attention ought to be paid to hybridity s ability or inability to empower social groups to. The cultural logic of globalization and millions of other books are available for amazon kindle. Then it revisits the trope of hybridity in the context of a series of articles on cultural globalization published in the. While acknowledging the academic views of kpop as a hybrid culture without. Starting from the reality that personal identities are multicultural identities, debating cultural hybridity illuminates the complexity and the flexibility of culture and identity, defining their potential openness as well as their closures, to show why antiracism and multiculturalism are today still such hard roads to travel. Due to the controversy surrounding hybridity, the discourse woven into these articles invites a critical deconstruction. Hybridity in cultural globalization semantic scholar. In cultural hybridization, one constructs a new identity that reflects a dual sense of being, which resides both within and beyond the margins of nationality, race, ethnicity, class, and linguistic diversity. Finally, this article makes the case that hybridity is a conceptual inevitability, and proposes an intercontextual theory of hybridity, which comprehends global cultural dynamics by articulating hybridity and hegemony, providing an initial theoretical platform for a critical cultural transnationalism. Cultural hybridity and communication 5 since hybridity involves the fusion of two hitherto relatively distinct forms, styles, or identities, cross cultural contact, which often occurs across national borders as well as across cultural boundaries, is a requisite for hybridity. Hybridity by marwan kraidy overdrive rakuten overdrive.
Hybridity in cultural globalization hybridity in cultural globalization kraidy, marwan m. Hybridity, or the cultural logic of globalization on jstor. For example, hybridity is presented by kraidy as the cultural logic of globalization as it. Kraidy analyzes the use of the concept of cultural mixture from the first century ad to its present application in the academy and the commercial press. Kraidy 2005, in his discussion of hybridity, explained how elements of culture, race, language, and ethnicity fuse together to form new hybrid spaces for both the newcomers and the dominant. Hybridity as the cultural effect of globalization introduction according to avtar brah and annie coombes, the term hybridity originated as a biological term that was used to describe the outcome of a crossing of two or more plants or species. Starting from the reality that personal identities are multicultural identities, debating cultural hybridity illuminates the complexity and the flexibility of culture and identity, defining their potential openness as well as their closures, to show why antiracism and multiculturalism are today still such hard roads to. Tradition is not something made stale or worn over time, but matures during the years. Hybridity, or the cultural logic of globalization by. Use features like bookmarks, note taking and highlighting while reading 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. Cultural hybridity is a synthesis of distinct cultural identities. The case studies build an argument for understanding the importance of the dynamics of communication, power, and politicaleconomy as well as culture, in situations of hybridity. The pdf file you selected should load here if your web browser has a pdf reader plugin.
Hybridity in cultural globalization communication theory. Overcoming the opposition between identity and otherness. Cultural hybridity can be explained through the mixture of two. Cultural hybridity in the americas 3 through disavowal that is, the production of discriminatory identities that secure the pure and original identity of authority signs 154.
I believe that hybridity needs to be understood as a communicative practice constitutive of, and. Kraidy is professor of communication, the anthony shadid chair in global media, politics and culture, and the founding director of the center for advanced research in global communication cargc at the annenberg school for communication, university of pennsylvania, where he is also affiliated with the middle east center. The cultural logic of globalization kindle edition by kraidy, marwan. Hybridity, or the cultural logic of globalization marwan m. Hybridity in cultural globalization scholarlycommons university. Homi bhabhas concept of hybridity literary theory and. In the location of culture, bhabha investigated the question of cultural identity and identity. Hybridity in cultural globalization communication theory oxford. For me,the most productive theories of hybridity are those that effectively balance the task of inscribing a functionalinstrumental version of the relation between culture and society with that of enabling the more utopiancollective image of society. In terms of hybrid phenomenon in cultural globalization, kraidy 2002 theorized it and proposed an intercontextual theory of. Hybridity in cultural globalization, communication theory. Rethinking bi cultural politics in aotearoanew zealand paper presented to te oru rangahau maori research and development conference 79 july 1998 massey university paul meredith ngati kaputuhipakeha university of waikato introduction this brief paper joins a growing call for a reconceptualisation of bicultural. Accordingly, hybridity is asserted by numerous postcolonial writers as a good element for creating new cultural identities.
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