This book critically examines the main features of intercultural communication. It addresses how ideology permeates intercultural processes and develops an alternative ‘grammar’ of culture. It explores intercultural communication within the context of global politics, seeks to address the specific problems that derive from Western ideology, and sets out an agenda for research.
‘Taking on issues normally left in the margins, Adrian Holliday has revised the way we think of intercultural communication by insisting that we consider its ideological component. In this brilliant and engaging book about culture and the interstices that comprise the grounds for our interactions, he shows us the necessity for a cosmopolitan process that expands the basis of our intercultural work. This is a compelling book that should be read by scholars and the general public alike. It is accessible, factual, and clear.’ – Molefi Kete Asante, Temple University
Chapter 4: The Indelible Politics of Self and other
The Indelible Politics of Self and other
Neo-essentialism remains a dominant force in both the academy and popular perceptions. A major reason is that its apparently straightforward, neutral categories of cultural description remain successful in hiding the complexity of the foreign Other and the prejudices of the Western Self. In this chapter I will focus on the deep but common forces that sustain the process of Othering and will try to reveal why they so easily remain hidden.
I will do this by interconnecting a series of social pictures. First there is the long-standing Western historical and cultural narrative of Orientalism which results in the pervading ideology of cultural disbelief in everyday experience. Second, on another level, there is, on ...