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 9: Culture, Real or Imagined?
Culture, Real or Imagined?
The driving force of the discussion throughout has been a critical cosmopolitan approach in which it is perceived that dominant pictures of culture, which are still largely neo-essentialist in nature, are manufactured by a Centre-Western ideology. This picture is, however, far too simplistic. As discussed in Chapter 1, Hall and his colleagues (King, 1991b) consider culture to be politically constructed everywhere — presumably, therefore, both in the Centre and in the margins, the major difference being that the former is well established and the latter struggling for recognition. It would be extremely naïve to assume that the Periphery is not also in the business of constructing discourses of culture, as is evident in the conflict of awarenesses in ...