This has created a tension in the U. In fact, towards the end of the track a speech by a young Scapee man speaking English, with what sounds like a Jamaican accent, about Rastafarian ideals. This is the lens we adopted in Strategizing Communication as we believe it offers a good starting point for talking about strategic communication as a process of designing messages that can be read, interpreted and repurposed by different audiences. Arjun Appadurai — Wikipedia Appadurai articulated a view of cultural activity known as the social imaginarywhich is composed of the five dimensions of global cultural flows. Notify me of new comments via email. You are commenting using your WordPress.
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Leave a Reply It is common to speak of globalization as a question of increased homo- or heterogeneity. Or as a mix of the two — so-called glocalization. This is the lens we adopted in Strategizing Communication as we believe it offers a good starting point for talking about strategic communication as a process of designing messages that can be read, interpreted and repurposed by different audiences.
However, globalization is not just a mix of two disparate trends; rather, that view is an analytical simplification that may serve practical purposes, but does not tell the full story of how technological and economic developments as well as political, social and cultural forces shape and are shaped by globalization. Note the plural. Before continuing this line of reasoning, however, let us define the five scapes. Ethnoscapes refer to the flows of people across the planet; the ways in which people move around — whether as refugees, migrants or tourists, to name but a few of the groups that today travel the planet.
The ethnoscape is constantly shifting, rearranging bonds of kindship, feelings of belonging. The two last scapes are built upon the first three. However, as ethnoscapes, technoscapes and finanscapes are both co-constitutive they change in relation to each other and disjunctive they do not necessarily develop in similar direction and at similar speeds , they do not form a stable basis for the construction of mediascapes and ideoscapes.
Rather, we are dealing with an ever shifting and shaking framework for the construction of images. In mediascapes images are distributed through the available information technologies in ever more complex ways to ever more diverse audiences.
It follows from the definitions of the five scapes and their interrelations that there can be no general theory of how the scapes are related. Instead, Appadurai offers us a terminology for exploring the relations between the five scapes in particular contexts.
As an example, let us briefly apply the lens of scapes to the referendum on EU membership that was held in the UK on the 23rd of June, First, we can note how the ethno-, techno- and finanscapes of the UK in relation to the EU both worked with and against each other in the pre-referendum debate. The UK has, since its entry into the European Community in , become increasingly technologically and financially integrated with the rest of Europe, yet the City of London has kept its distinct role as a global financial hub.
Thus, it was possible to question whether and how exit from the EU would affect the UK economically. No longer obligated to newly arrived people by the ties of a colonial past, the question of how to stop the constant inflow of people became a legitimate and popular one.
A mediascape that — even if not completely independent from European media — continues to be dominated by national resources and nationalistic narratives.
Globalisation as a disjunctive series of ‘scapes’
Ethnoscapes refer to the shifting landscape of people across culture and borders such as tourists, immigrants, refugees, exiles, guest workers. On the other hand, immigration raises the unemployment rate in Australia as it causes native Australians to miss out on jobs that are taken up by immigrants. Therefore, Australian government has to bring in policies to reduce the growth of immigration. Technoscapes are the transmission of cultures through the flow of technology.
Arjun Appadurai : Après le colonialisme – Les conséquences culturelles de la globalisation
He graduated from St. Samir Amin Arjun Appadurai K. Contentious material about living persons that is unsourced or poorly sourced must be removed immediatelyespecially if potentially libelous or harmful. The five -scapes are:.
Disjuncture and difference in the global cultural economy. Public Culture, 2 1 : Modernity at large: Cultural dimensions of globalization. Minnesota: University of Minnesota Press. Tzanelli, R. Cultural Flows. In: Southern, D.