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Robert M. McCann
In the last 20 years or so, the field of intergenerational communication as seen from an intergroup perspective has evolved to encompass a wide range of social, cultural, and relational contexts. Research into communication and age in organizations represents one particularly exciting and rapidly changing area of investigation within the intergenerational communication domain. The workplace, by its very nature, is rich with intergroup dynamics, with age in/out group distinctions being but one of many intergroup characterizations. Stereotypical age expectations—by management and coworkers alike—can serve as powerful harbingers to behavioral outcomes such as ageist communication, considerations of (early) retirement and reduced and/or lost training among older workers, and even reduced intentions among young individuals to take up careers involving older people. Ageist behaviors (including communication) are also at the core of many types of discriminatory practices toward older (and sometimes younger) workers. Age diversity strategies, which include intergenerational contact programs, cross-generational mentoring, age diverse teams, and the use of positive symbols of older age, are becoming more common in organizations.
French philosopher Alain Badiou (b. 1937) is one of the more important European thinkers to emerge after May 1968. His work may be read as a response to the structuralism, post-structuralism, existentialism, and postmodern thought characteristic of post-World War II French theory. Through the use of set theory, he argues that our understanding of reality is largely determined by major, world shifting events in politics, mathematics/science, aesthetics/poetry, and love. A Maoist, he maintains that true changes in human reality require decisive interventions that create a new sense of temporality, subjectivity, and order. Events radically change the order of an existing world and create new worlds. For example, the Russian or French revolutions brought an end to absolutist monarchies and the rule that were specific to them. A new order and form of political power were introduced by the ascendant regimes. The sense of who and what human beings living under such regimes were changed from that of subject to citizen. The idea of subjects being absolutely ruled and determined by divine monarchs only responsible to God and themselves would no longer be possible as a legitimate form of political rule. The contents and relations constitutive of a world come to be structured by the event, though the worlds regimented by an event are never identical to the event itself. The event always lies outside, though it conditions, the sets of relations and contents that express it. His work is often read in conjunction with and in opposition to the philosopher Jacques Rancière. Both thinkers form part of what is seen as the new constructivism and universalism.
Algorithms today influence, to some extent, nearly every aspect of journalism, from the initial stages of news production to the latter stages of news consumption. While they may be seen as technical objects with certain material characteristics, algorithms are also social constructions that carry multiple meanings. Algorithms are neither valueless nor do they exist in isolation; they are part of algorithmic assemblages that include myriad actors, actants, activities, and audiences. As such, they are imbued with logics that are only sometimes reflective of journalism’s.
Algorithms have played an active role in a broader quantitative turn within journalism that began in the 1970s but rapidly accelerated after the turn of the century. They are already used to produce hundreds of thousands of articles per year through automated journalism and are employed throughout the many stages of human-driven newswork. Additionally, algorithms enable audience analytics, which are used to quantify audiences into measures that are increasingly influencing news production through the abstractions they promote. Traditional theoretical models of newswork like gatekeeping are thus being challenged by the proliferation of algorithms.
A trend toward algorithmically enabled personalization is also leading to the development of responsive distribution and curated flows. This is resulting in a marked shift from journalism’s traditional focus on shared importance and toward highly individualized experiences, which has implications for the formation of publics and media effects. In particular, the proliferation of algorithms has been linked to the development of filter bubbles and evolution of algorithmic reality construction that can be gamed to spread misinformation and disinformation.
Scholars have also observed important challenges associated with the study of algorithms and in particular the opaque nature of key algorithms that govern a range of news-related processes. The combination of a lack of transparency with the complexity and adaptability of algorithmic mechanisms and systems makes it difficult to promote algorithmic accountability and to evaluate them vis-à-vis ethical models. There is, currently, no widely accepted code of ethics for the use of algorithms in journalism.
Finally, while the body of literature at the intersection of algorithms and journalism has grown rapidly in recent years, it is still in its infancy. As such, there are still ample opportunities for typologizing algorithmic phenomena, tracing the lineage of algorithmic processes and the roles of digital intermediaries within systems, and empirically evaluating the prevalence of particular kinds of algorithms in journalistic spaces and the effects they exert on newswork.
As a phrase, “alternative journalism” may be thought of as a 21st century phenomenon, but as a set of practices it is arguably as old as journalism itself. The label is generally applied to more journalistic elements of alternative forms of media that exist outside dominant commercial or state-controlled media industries, and what is thought of as alternative journalism tends to differ over time and space. Alternative journalism might refer to the output of a lone blogger or fanzine creator, a small collectively-run publication or website, a relatively large and slick multimedia news operation, or a wide range of other formats, platforms, and practices. While alternative media may be multivarious in form, content, and ethos—ranging from graffiti to experimental movie-making—the scope of alternative journalism is more narrowly concerned with reporting and/or commenting on factual and topical events or current affairs. While some such journalism may be intended merely to fill in gaps left by the mainstream, and some practitioners may employ a hybrid mixture of alternative and mainstream approaches and techniques, others are concerned with playing a more consciously counter-hegemonic role within the public sphere. This implies, and may state explicitly, that its adherents eschew many of the avowed practices of mainstream journalism, such as balance and objectivity, in favor of a more “committed” approach. To this end, practitioners are often concerned with redressing and countering what they see as the failures of mainstream media to adequately report certain issues, perspectives, or communities. As a result, alternative journalism may involve working to a different sense of news values; covering different stories and offering alternative analyses; giving access to and foregrounding different sets of news actors and sources; adopting a more participatory approach that may blur distinctions between journalist, source, and audience; operating within an alternative ethical framework that is more concerned with facilitating active citizenship than with following industry norms or regulatory guidelines; and even, in a sense, setting itself up as a form of watchdog on the shortcomings of mainstream forms of journalism.
Academic research into alternative journalism is a relatively young discipline and has to date tended to be dominated by scholars from—and studies of activity within—North America, Western Europe, and Australasia. However, recent years have seen a notable increase in the number of researchers and studies focusing on the output—journalistic and otherwise—of “citizens’ media” from elsewhere. Whereas some researchers and commentators approach alternative journalism as being entirely separate from the mainstream, others have noted more of a “continuum” of practices and content. To date there have been relatively few studies of the audience for alternative journalism. Scholarship in the field of alternative journalism has traditionally focused on forms associated with the political left in the broadest sense of that term (including media informed by feminism, peace journalism, environmentalism and anti-racism), but in the future researchers may well be paying increasing attention to the way so-called “alt-right” media have utilized rhetoric previously associated with left–liberal alternative media to advance far-right arguments.
George Cheney and Debashish Munshi
Alternative organizational culture is an evocative yet ambiguous term. In disciplines like communication, sociology, anthropology, management, economics, and political science, the term leads us not only to consider existing models and cases of organizing differently from the norm but also to imagine paths and possibilities yet to be realized. The ambiguity and referents of the term are important to probe. The term and its associations should be understood historically as well as culturally. Alternative organizational culture also implies certain dialectics, leading to questions about both principles and applications.
Matthew S. May and Kate Siegfried
Louis Pierre Althusser (1918–1990) is widely recognized as one of the most significant and influential Marxist philosophers associated with the structuralist turn in the middle of the 20th century. The ongoing publication of scholarly monographs that develop his conceptual legacy, the depth of his impact in disciplinary debates in fields across the humanities and social sciences, and the continued translation of his work from French into multiple languages, to offer only a few examples, testify to the consensus regarding the enduring importance of his theoretical innovations and often controversial interventions. He devoted tremendous intellectual energy toward a critique of humanism and phenomenological-based Marxism even as he eschewed traditional positivist economic explanations of history and exploitation—engaging in what amounts to nothing less than an effort to fundamentally shift the way the West reads and interprets Marx. Despite the controversial aspects of his interventions, there is little disagreement that the concepts produced by Althusser irreversibly affected and continue to affect the trajectory of Marxist and post-Marxist thought throughout the world, albeit often through the back door, smuggled in and unrecognized—in his lexicon: as an embedded but nevertheless absent cause.
E. Ann Kaplan and Sally Chivers
Age discrimination, long habitual internationally, is now developing into age panic as longevity becomes the norm. People are increasingly living through their 80s and 90s, threatening social systems—not just health care, but also education, transportation, and economics. A by-product of longevity is Alzheimer’s disease (AD) or dementia more broadly, and this the focus of our essay. Five million people in the United States (the greater part women) currently have Alzheimer’s or dementia, and the figure is projected to grow exponentially as the baby boom generation ages. Fear, and other powerful affects, are generated in the aging Eurocentric public through overwhelmingly negative images of dementia. Prominent circulating AD images portray white, middle-class women and men; they are typically cared for by heroic family members, with the occasional, backgrounded appearances of racialized care workers. Such discourses betray a noticeable ageism, together with gendering, racialization, and medicalization of the illness. The reification of neuroscience studies of AD perpetuates understanding of AD subjects as having lost their subjectivity and as a burden to health-care systems. As the politics of care becomes ever more fraught with the increase in numbers of diagnosed elderly people, media discourses take on particular significance. Largely negative, images have obvious implications for long-term care in discourse and in practice. Since improving care depends on how the AD subject is visualized and conceptualized, critical analyses of works dealing with age panic, and especially how it arises in relation to cultural understandings of dementia, are essential. Critiques by humanists and psychologists may contribute to improving care of AD subjects, both in long-term facilities and “in place.” Improved care can contribute to transforming the popular understanding of a dementia crisis, thus addressing the central impetus of age panic. Meanwhile, new films, fiction, memoirs, and graphic arts projects are powerful complements to psychological studies aimed at developing new ways of seeing AD subjects.
The concept of ambiguity tolerance (TA), variously called Uncertainty Avoidance, Ambiguity Avoidance, or Intolerance, can be traced back nearly 70 years. It has been investigated by many different types of researchers from clinical and differential, to neuro- and work psychologists. Each sub-discipline has tended to focus on how their variable relates to beliefs and behaviors in their area of expertise, from religious beliefs to reactions to novel products and situations.
The basic concept is that people may be understood on a dimension that refers to their discomfort with, and hence attempts to avoid, ambiguity or uncertainty in many aspects of their lives. There have been many attempts to devise robust and valid measures of this dimension, most of which are highly inter-correlated and require self-reporting. There remains a debate as to whether it is useful having just one or more dimensions/facets of the concept.
Using these tests, there have been many correlational studies that have sought to validate the measure by looking at how those high and low on this dimension react to different situations. There have also been some, but many fewer, experimental studies, which have tested very specific hypotheses about how TA is related to information processing and reactions to specific stimuli. There is now a welcomed interest by neuroscientists to explore the concept from their perspective and using their methodologies.
These studies have been piecemeal, though most have supported the tested hypotheses. There has been less theoretical development, however, of the concept attempting to explain how these beliefs arise, what sustains them, and how, why, and when they may change. However, the concept has continued to interest researchers from many backgrounds, which attests to its applicability, fecundity, and novelty.
Catherine R. Squires
Angela Yvonne Davis is an American-born, internationally acclaimed intellectual, activist, and icon. Davis’s groundbreaking work and generative theorizing synthesizes Marxist, feminist, critical race, and cultural studies to illuminate workings of power. Her many books, articles, and essays pose crucial questions that have inspired the work of generations of scholars, cultural workers, and activists. Spanning from the late 1960s to the early 21st century, her writings and speeches have provided rich understandings of history, justice, representation, identity, and resistance.
Claude H. Miller and Reinaldo Cortes Quantip
Within a range of health communication contexts, anger can be either a detriment to the receptivity of health promotion messages when poorly controlled, or a benefit to information processing when appropriately directed. In the former case, anger can disrupt cognitive processing, leading to a range of negative outcomes, including emotional turbulence and a preoccupation with anger-eliciting events that can severely limit the receptivity of health promotion and risk prevention messages. However, when properly directed and elicited in moderation, anger can motivate greater purpose and resolve in response to health threats, stimulate more active processing of health warnings, sharpen focus on argument quality, and direct greater attention to coping-relevant information concerning harmful health risks.
Regret is the prototypical decision related emotion. It is felt when the outcome of a non-chosen alternative is better than the outcomes obtained. Regret is a functional emotion that helps people to correct mistakes. It is also functional because people can anticipate regret beforehand, then choose in such a way as to avoid regret from happening. Researchers in economics proposed regret theory, an alternative to rational choice theory, which takes into account the anticipation of regret and its influence in choice. Researchers in psychology studied how anticipations of regret influence decision making in a variety of domains, including health behaviors. The findings suggest that interventions can be developed that are based on the idea that people are regret averse.
Anti-Semitism is the systematic hatred, discrimination, and attack on Jews. Anti-Semitism often manifests itself in hateful speech that functions as the precursor to hostile actions against Jews. Anti-Semitism is a subject matter that has occupied scholars dating back from antiquity, through the Middle Ages, and more intensely in modern times. Different perspectives have been employed to explain this scourge, covering the terrains of historical, political, psychological, and even pathological perspectives but rarely in rhetorical studies. Considering anti-Semitism as hateful speech enables a rhetorical explanation whereby suasive forces are employed to strategically find faults with one group functioning as a scapegoat for the action of others. From this perspective, anti-Semitism is a form of victimization that scapegoats Jews for causes not of their doing, yet their existence is argued time and again as the reason for various societal ills. Ostensibly, Jews have been targeted throughout history and faulted for events not linked to them. From charges of conspiring with the Devil in antiquity, to poisoning wells in the Middle Ages, to causing Germany’s defeat in World War I, and many more, anti-Semitism has consistently been employed at critical historical junctures as a convenient explanation for complicated and troubling events. The Holocaust and the systematic plan to decimate Europe’s Jewry was perhaps the most overt and egregious case of anti-Semitism. It was based on a powerful propaganda machine that dehumanized Jews first, blamed them for all that befell Germany, and readied the grounds for the mass murder of some six million of them.
One root cause stands at the center of anti-Semitism: the death of Christ on the cross, and with it the charge that Jews are forever guilty of this crime. With religious interpretation and theological dogmas of the early Christian Church, the charge of Jews as Christ killer would establish the theology that Jews are forever guilty of this crime and fault every Jew at any time, even those not yet born, of this crime. This foundational charge has allowed other charges, including social, racial, and economic explanations, to be piled up against Jews, eventually identifying them as permanent pariahs. From a rhetorical perspective, an inherent guilt is the motivating force that has allowed anti-Semitism to survive through millennia. Hatred of Jews and hateful speech directed at them has never been erased, though one significant exception to the charge of eternal guilt was advanced by the Vatican II Council in 1965 in its document Nostra Aetate, and in it, the Church repudiated the charge of the eternal guilt of the Jew. The horrors of the Holocaust, more than any other cause, has brought the Catholic Church to change a century-old dogma, seeking an end to anti-Semitism. The Church correctly identified the charge of eternal guilt of the Jew as the root cause of anti-Semitism and stated its rejection of the faulty reasoning associated with the charge of eternal deicide. This significant move has done much to improve Christian–Jewish relations but it has not erased anti-Semitism. Recent incidents in various parts of the world have increased concerns that a new wave of anti-Semitism is under way.
Anti-Semitism appeals to people’s base instincts and is often rationalized as the fear of the “other” and the preservation of the self and the dominant community. Anti-Semitism flourishes because the rhetorical process therein is simple: It absolves culprits of answering tough questions by scapegoating an other who has already been accepted as the pariah and whose “responsibility” for past iniquities has long been established. Anti-Semitism is processed through a tried and true persuasive formula that is manifested rhetorically in speech and in images. Anti-Semitism succeeds where people do not employ basic critical skills when confronting messages, preferring instead to accept convenient, if spurious, explanations.
Marco Briziarelli and Eric Karikari
The strong affinity between the work of Antonio Gramsci and communication is based on several Gramscian communication-related themes and particular modes of his thought that significantly resonate with this field of studies. They include his drawing on the rhetorical tradition inspired by Vico, his assumptions of the constitutive role of language in creating an intersubjective reality that shapes common sense, and the fact that language provides the conditions of possibility for a hegemonic project. The strong tie between communication and Gramsci’s thought creates a vantage point for understanding both how Gramsci developed his political theories based on communication concerns and how those theories in turn advanced the field of communication.
On the one hand, Gramsci by his intellectual formation, as well as via life experiences, became extremely receptive of theories that linked language, culture, and society. Those theories can help illuminate Gramsci’s key ideas, such as hegemony, common sense, national popular, the strategic concept of translation, and the relational nature of concepts. On the other hand, Gramsci’s own reflection on the nexus between language and history significantly contributes to a theorization of language as a cultural practice resisting hypostases, an important qualification of Saussurian structural linguistics, and finally can offer the basis for a materialist approach to communication. Thus, the common denominator of a Gramscian perspective on communication must be found in the consistent use of dialectical thinking, which mediates binarisms like diachronic–synchronic, stability–change, individual–collective, unity–diversity, and symbolic–material. This article discusses the above-mentioned connection between Gramsci and communication in more detail. First, it explicates the ways in which Gramsci’s work was influenced by communication concerns, and then it analyzes how Gramsci’s work influences the realm of human communication today.
The effects of uncertainty and anxiety are profiled in association with intercultural communication and the initiation and development of intercultural relationships. Uncertainty is cognitive and refers to what one knows about another and one’s level of predictability about another. Anxiety is the affective equivalent of uncertainty and refers to the level of discomfort associated with interacting with a stranger. Two major theories are associated with this process, including uncertainty reduction theory and anxiety/uncertainty management theory. Other communicative factors also affect uncertainty and anxiety reduction and management during intercultural communication.
Ann Neville Miller
Many health- and risk-related behaviors have moral implications. Most obvious are altruistic behaviors like blood donation. However, issues related to promoting the wellbeing of friends and family members, such as being sure that they don’t drive drunk, and the generalized obligations that attend environmentally relevant behaviors like participating in recycling programs, also tap into moral concerns. For promoting such issues, moral appeals may be appropriate. Moral appeals are messages that acknowledge individuals’ evaluative beliefs about universal rights and wrongs. Appeals to morality produce a sense of obligation and responsibility because morals are viewed as self-evident facts.
Three explanations for why people engage in moral behavior are discernible in current scholarship, each with implications for structuring moral appeals: activation of social expectations, activation of personal norms, and arousal of emotion. The first of these is based on the subjective expected utility tradition. From this perspective, the key to successfully encouraging morally relevant behavior is maximizing benefits and minimizing costs. Because prosocial behaviors are enforced by social sanctions, many of these costs and benefits are socially bestowed. Thus, altruism at its core is hedonism. Theories that focus on activation of personal norms, in contrast, contend that people sometimes make decisions to donate blood, demonstrate for healthcare reform, recycle, and so on simply because they view it as their duty and responsibility to do so. When people realize in a concrete situation that their actions have consequences for the welfare of others, and that they are personally responsible for those outcomes, personal norms for the specific case are generated from internalized moral values. In this view, a central concern with moral appeals is ensuring that messages are aligned with internalized norms and that relevance and personal responsibilities are clearly communicated. Finally, theories of emotional arousal stress that although cognitive appraisals of personal and social norms are necessary, they are insufficient to incite people to selfless behavior. Rather, people engage in helping or altruistic behavior because moral appeals are emotionally arousing. Emotions associated with such appeals include empathic concern and guilt. Guilt appeals especially have been found to be as effective in eliciting compliance when behaviors have moral significance as other popular compliance-gaining strategies. Positive emphasis on responsibility and induction of hypocrisy are also techniques that rely on the appeal to moral beliefs.
Shawn Meghan Burn
Bystander intervention is a form of helping that occurs when onlookers intercede to provide direct or indirect aid to a victim. When bystanders step in to prevent or reduce harm to others, they act as agents of primary and secondary health prevention. But theory and research suggest the bystander intervention process is complex and multiple social-psychological and situational barriers imperil bystander action. Bystanders are often ill-prepared to intervene when others are at risk for emotional or physical harm. They may not notice that someone needs help due to distraction from self-focus, engagement in social interaction, intoxication, or aspects of the situation like crowding or noise. Due to inadequate knowledge, bystanders may misdiagnose the situation and believe intervention is unnecessary. The negative consequences of nonintervention may be unknown to them such that the situation fails to increase their empathic arousal and motivate their action. Lacking knowledge, they may not recognize the seriousness of the situation and or the potential costs of inaction, and so are insufficiently alarmed. Pluralistic ignorance can arise when multiple uncertain bystanders conceal their concern and hesitate to act, assuming others’ inaction means intervention is inappropriate or unnecessary. When there are multiple witnesses, bystanders may assume their help is unneeded, place intervention responsibility on others, or feel less responsible for helping due to diffusion of responsibility. When the victim is not a member of their in-group, or is assumed at fault for their predicament, they may feel less empathy and a reduced responsibility to help. Or, bystanders may assign responsibility for intervention to the victim’s friends or fellow in-group members, or to those “in charge” of the setting. Even when bystanders realize help is needed and take responsibility for helping, they may not act if they do not know how or lack confidence in their ability to successfully carry out the actions required to help. When they have the skills, they may not help if they perceive the costs of action to outweigh the benefits of action. Audience inhibition arising from group norms supporting inaction and from bystander worry about what others will think about them if they act unnecessarily or ineptly can prevent bystander action by increasing bystanders’ perceived helping costs.
Recognition of bystanders as a potentially valuable public health asset has increased interest in promoting bystander intervention. Bystander intervention promotion and communications empower bystander action by combating intervention- and audience-specific barriers to bystander intervention using targeted information, communications, and skills training. Theory and research suggest that effective promotions and communications foster context-specific attitudes, beliefs, norms, and skills such that bystanders: (1) are able to quickly and accurately identify a situation as intervention-appropriate; (2) experience action-motivating arousal (including empathy) in the face of the event; (3) have positive attitudes towards intervention and perceive the benefits of action as outweighing the perceived costs; (4) are empowered to act and feel confident in their ability to effectively intervene (bystander efficacy); and (5) are resistant to evaluation apprehension and norms contraindicating action. Effective bystander intervention promotion draws on social psychology and communications studies, and best practices for health promotion and prevention programs. The application of social marketing and formative and summative program evaluation methods enhance the potential of bystander intervention promotions and communications to empower bystander action.
Intergroup anxiety is a form of restlessness and negative feeling caused by communicating with someone with a different social and cultural identity. Just like any other form of anxiety, intergroup anxiety has negative consequences, such as disability in social interactions, weak cognitive performance, and even life consequences. Intergroup anxiety is the result of fear of being disapproved, embarrassed, and rejected across different racial, ethnic, religious, and social groups’ interactions. Theoretically, intergroup anxiety is influenced by the previous experiences one has had with the members of other groups, one’s knowledge of other groups, and the situation in which one interacts with other groups. Intergroup anxiety has behavioral, cognitive, and affective consequences. There are different theories of communication that explain the nature and function of intergroup anxiety. Uncertainty reduction theory, for example, defines anxiety as a result of uncertainty and asserts that to maintain communication, parties should decrease their uncertainty and consequently their anxiety. Anxiety/uncertainty management theory focuses on anxiety and argues that to have effective communication the level of intergroup anxiety should be managed between a minimum and a maximum threshold. A decrease in anxiety and uncertainty is also essential to intercultural adaptation. Different factors can increase the amount of anxiety in intergroup contexts, namely ethnocentrism, prejudice, and discrimination. These factors are related to individuals’ feeling of threat due to one or some of the following: intergroup conflict, unequal group status, in-group identification, knowledge of out-group, and intergroup contact. To settle intergroup conflicts individuals are advised to establish more high-quality intergroup contacts and to change the way they make distinctions among various groups. Quality intergroup contact can be reached through strategies such as establishing cross-cultural friendships and intergroup disclosure. One form of intergroup anxiety is intercultural communication apprehension, which is the apprehension individuals feel due to real or imagined intercultural communication. Intercultural communication apprehension is positively correlated with uncertainty and ethnocentrism, and negatively correlated with intercultural willingness to communicate.
In an ideal world, people would adopt a positive attitude toward a healthy lifestyle as a result of carefully considering relevant and strong arguments. Attitudes based upon such considerations are believed to be stable and good predictors of related behavior, and less vulnerable to counterattitudinal messages. However, carefully evaluating arguments in such messages is difficult. First, people need to identify what information can serve as an argument and construe the argumentative relation between the information and the advocated claim. Next, they need to assess the extent to which the argument satisfies the criteria for a strong argument. What these criteria are depends on the type of argument at hand: an argument from analogy, for instance, should be evaluated with different criteria than an argument from authority. Argument scrutiny thus entails reconstruction, identification, and evaluation.
The good news is that even though argument scrutiny is a complex task, it seems that people are pretty well equipped to carry it out. Meta-analyses have shown that messages containing strong arguments are more persuasive than those containing weak arguments. In addition, there is evidence that people are sensitive to what extent a specific argument satisfies relevant criteria when evaluating arguments. The bad news is that people may use these skills not so much to make objective evaluations to reach a better decision, but rather to defend the type of behavior that they already feel they want to perform. That is, they use their argument evaluation skills to reason why the arguments in support of the behavior that they favor are stronger than the arguments against that behavior.
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 the world, yet they possess different shapes and forms.
Appadurai’s theorization was later criticized for presenting too optimistic a view of globalization, for ignoring its dark side. So, in his later work Appadurai explores the “dark” side of globalization. In Fear of Small Numbers, he addresses the widespread global violence against minorities and uses Freud’s “anxiety of incompleteness” to explicate the majority group’s predatory behavior. Globalization has deepened this behavior and thought because it intensifies the possibility and related fear of the majority morphing into the minority and vice versa. Collective group identities, therefore, are forever under threat as “volatile morphing” becomes a reality brought about by rapid global migrations across national boundaries. Appadurai’s later work also points in the direction of hope by presenting the idea of grassroots globalization which is happening alongside the pervasive violence. Grassroots globalization is the idea of globalization from below that is done by non-governmental organizations and transnational advocacy networks that work toward redressing lack of access, injustice and inequity. Appadurai also offers scholars a new framework for how to do globalization research which is not fixated on its “internationalization” but is focused on questions and is inclusive of other worldviews and approaches from around the world.
Kathleen E. Feyh
Materialism emerged as the beginning of philosophical (as opposed to mystical or religious) thought in ancient India and Greece around the 6th century