Tourism

Soc (2008) 45:260–266 DOI 10.1007/s12115-008-9082-8

SYMPOSIUM: THE CULTURE CULT

Does Anthropology Still Exist?
Bryan S. Turner

Published online: 9 April 2008 # Springer Science + Business Media, LLC 2008

Abstract In response to Roger Sandall’s critical analysis, the problematic notion of culture in modern anthropology is examined in terms of cultural resistance to globalization. The example of McDonaldization is taken to be a potent instance of cultural globalization. Three conditions for successful cultural resistance to cultural standardization are proposed. The first is cultural in the shape of a strong aesthetic tradition of (national) resistance. This dimension involves some degree of cultural conservatism. The second condition is political, namely a viable and robust civil society that provides the basis for decisive (cultural) leadership. The third element is the involvement of the state in policies that promote and sustain a national heritage. Without this state involvement, global market conditions will largely shape the erosion of local and national cultures. Without a political response to cultural globalization, global market commodities will in all likelihood oust local goods and services. Those societies that lack both a strong aesthetic and an effective political leadership can offer little effective resistance to negative globalization and their local traditions are quickly destroyed. This argument is then examined in terms of a number of societies especially Turkey, China and Japan where the erosion of national cultures is proceeding rapidly. These critical assertions against global standardization require a strong first-order notion of culture which modern anthropology appears to be unable or unwilling to provide. Keywords Anthropology . Culture . Globalization . McDonaldization

B. S. Turner (*) Asia Research Institute, National University of Singapore, 469a Tower Block #10-01, Bukit Timah Road, Singapore 259770, Singapore e-mail:

References: Appadurai, A. (Ed.) (2001). Globalization. Durham, NC: Duke University Press. Kennedy, P. (1990). The rise and fall of the Great Powers. London: Unwin Hyman. Okakura, K. (2001). The book of tea. Boston: Shambhala. Powell, R. (1994). Living legacy. Singapore’s architectural heritage renewed. Singapore: Singapore Heritage Society. Ritzer, G. (2000). The McDonaldization of society. Thousand Oaks, CA: Sage. Ritzer, G. (2004). The globalization of nothing. Thousand Oaks, CA: Pine Forge. Turner, B. S. (1999). McCitizens. In B.Smart (Ed.) Resisting McDonaldization (pp. 83–100). London: Sage. Turner, B. (2003). McDonaldization. Linearity and liquidity in consumer cultures. American Behavioral Scientist, 46(2), 137– 153. Turner, B. S., & Rojek, C. (2001). Society & culture. London: Sage. Strong Aesthetic, Hybridity, and Multiculturalism Cultural hybridity, complexity and diversity have been important consequences of globalization. Hybridity involves both movements to define separateness through cultural differentiation (such as religious fundamentalism) and the emergence of spiritual market places in western youth cultures that collapse the distinctiveness of different traditions into a popular melting pot. The rise of identity politics and religious nationalism are also consequences of globalization. The politics of ethnic identity are further complicated by the growth of multiculturalism and multinational societies. Cultural hybridity is associated with the decline of cultural distinctiveness. In the sociology of consumerism, critics such as George Ritzer have argued that modern societies are subject to strong pressures Bryan S. Turner a member of the International Advisory Editorial Board of Society, is Professor of Sociology in the Asian Research Institute at the National University of Singapore. Among his many publications are the Penguin Dictionary of Sociology, Blackwell Companion to Social Theory, and The Sage Handbook of Sociology. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.