Page 103 - Cultural Theory and Popular Culture an Introduction

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Post-Marxism and cultural studies 87

in which such relations are meaningful. Outside such a culture this relationship would
be meaningless. Being a king, therefore, is not a gift of nature but something con-
structed in culture. It is culture and not nature that gives the relation meaning.
To share a culture, therefore, is to interpret the world – make it meaningful and
experience it as meaningful – in recognizably similar ways. So-called ‘culture shock’
happens when we encounter radically different networks of meaning: when our ‘nat-
ural’ or our ‘common sense’ is confronted by someone else’s ‘natural’ or ‘common
sense’. However, cultures are never simply shifting networks of shared meanings.
On the contrary, cultures are always both shared and contested networks of meanings:
culture is where we share and contest meanings of ourselves, of each other and of the
social worlds in which we live.
Post-Marxist cultural studies draws two conclusions from this way of thinking about
culture. First, although the world exists in all its enabling and constraining materiality
outside culture, it is only in culture that the world can be made to mean.In other words,
culture constructs the realities it appears only to describe. Second, because different
meanings can be ascribed to the same ‘text’ (anything that can be made to signify),
meaning making (i.e. the making of culture) is always a potential site of struggle
and/or negotiation. For example, masculinity has real material conditions of existence,
which we think of as ‘biological’, but there are different ways of representing mas-
culinity in culture, different ways of ‘being masculine’. Moreover, these different ways
do not all carry the same claims to ‘authenticity’ and ‘normality’. Masculinity, there-
fore, may depend on biological conditions of existence, but what it means, and the
struggle over what it means, always takes place in culture. This is not a question of
semantic difference – a simple question of interpreting the world differently – it is
about relations of culture and power; about who can claim the power and authority to
define social reality; to make the world (and the things in it) mean in particular ways.
Culture and power is the primary object of study in post-Marxist cultural studies. As
Hall (1997: 4) explains, ‘Meanings [i.e. cultures] . . . regulate and organize our conduct
and practices – they help to set the rules, norms and conventions by which social life
is ordered and governed. They are ..., therefore, what those who wish to govern and
regulate the conduct and ideas of others seek to structure and shape’. Meanings have a
‘material’ existence, in that they help organize practice; they establish norms of beha-
viour, as we recognized in the examples of different masculinities and the passing of a
business card in China.
In other words, then, dominant ways of making the world meaningful, produced by
those with the power to make their meanings circulate in the world, can generate the
‘hegemonic truths’, which may come to assume an authority over the ways in which we
see, think, communicate and act in the world and become the ‘common sense’ which
directs our actions or become that against which our actions are directed. However,
although post-Marxist cultural studies recognizes that the culture industries are a major
site of ideological production, constructing powerful images, descriptions, definitions,
frames of reference for understanding the world, it rejects the view that ‘the people’
who consume these productions are ‘cultural dupes’, victims of ‘an up-dated form of
the opium of the people’. As Hall (2009b) insists,