- Title
- Appropriation or appreciation: assessing cultural adoption in terms of diverse conceptions of otherness
- Creator
- Manona, Lungelo Samkelo
- Subject
- cultural appropriation
- Subject
- Fashion--Moral and ethical aspects
- Date Issued
- 2022-04
- Date
- 2022-04
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/55657
- Identifier
- vital:53404
- Description
- Reciprocal, cross-cultural adoption of “symbols, artefacts, rituals, genres, and/or technologies” (Rogers 2006: 477) is an everyday phenomenon in today’s highly mediated popular culture. Increasingly, however, instances of cultural adoption are coming under the spotlight of media scrutiny, and are generating public outcry, as alleged forms of exploitative ‘cultural appropriation’. In an overly easy counter-argument it may be insisted rather that cultural adoption is a form of affirmative ‘cultural appreciation’. The question arises of how cultural theorists, as well as media practitioners and media consumers may usefully assess contentions instances of cultural adoption. How does a person decide whether an instance of cultural adoption is unacceptable ‘cultural appropriation’ or acceptable ‘cultural appreciation’? It is especially important to answer this question with regard to postcolonial societies (such as South Africa), where ingrained power imbalances make it easy for instances of cultural adoption to silence, exploit, misrepresent, or offend and in this way “exacerbate inequality and marginalization” (Matthes 2018: 1003). By contrast, affirmation of cultural identity and cultural heritage through respectful cultural adoption can play a significant role in fostering social cohesion. This study aims, firstly, to address the theoretical problem of how to assess contentious instances of cultural adoption, by contributing to the development of a systematic, but non-binary, theoretical framework, that will help cultural theorists and others to justify critical assessments regarding cultural adoption and make recommendations about whether or not they should be condoned. Secondly, it aims to test the application of this theoretical framework through the critical analysis of a selected instance of cultural adoption. The study is situated in the field of cultural studies, which falls within the broader domain of media studies. The research is cross-disciplinary in nature. A preliminary literature review supports the research hypothesis that a systematic theoretical framework for justifying critical assessments regarding cultural adoption can be developed from the complex concept of ‘Otherness’. Text-based, theoretical research will be conducted to elaborate on this proposed framework. Further, media products will be critically analysed in terms of this framework, to test and potentially modify it. No interviews will be conducted, and no ethics clearance is needed for this research.
- Description
- Thesis (MA) -- Faculty of Humanities, Media and Communication, 2022
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (172 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Humanities
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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NMU School of Language, Media and Culture
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Manona, L.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |