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What is Arjun Appadurai and Critical Cultural Studies about?

Globalization as a phenomenon was seen by scholars as a compression of the world, where the world comes together as a global village in thought and in action. Arjun Appadurai, in his theorization of globalization, challenges this view. He argues that globalization is primarily disjunctive, scalar, and contextual. He defines five basic landscapes that are about people and their migration (ethnoscapes), technology (technoscapes), media (mediascapes), ideology (ideoscapes) and finance (finanscapes). Globalization, according to Appadurai, occurs at the points of rupture and disjuncture between these different landscapes. In this context he defines “imagination as a social practice” and situates the work of imagination at the center of all globalization processes. Media flows decidedly play a large role in shaping the imagination, therefore mediascapes are critical to the understanding of globalization in any given context. Similarly, the flows of capital, of people, of ideologies and technology help create new imagined worlds that are fluid and capable of producing a “globally variable synesthesia.” That is, one type of imagined world can trigger similar imaginaries in other parts of t

Author

Swapnil Rai

Publisher

Oxford University Press

Published

2018

Language

EN