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Publisher: Routledge
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London W1T 3JH, UK
To cite this article: Kevin Meethan (2003): Mobile Cultures? Hybridity, Tourism
and Cultural Change, Journal of Tourism and Cultural Change, 1:1, 11-28
To link to this article: http://dx.doi.org/10.1080/14766820308668157
Kevin Meethan
Department of Sociology , University of Plymouth, UK
This paper addresses the problem of cultural change in relation to tourism. It will
be argued that tourism research has tended to be theorised in terms of static models
predicated on the assumptions of unilinear development, and cultural change being
accounted for by a shift from one dened state into another. Beginning with a critique of the container model of culture, this paper then draws on recent anthropological and sociological developments concerned with globalisation to critically
examine the utility of the concept of hybridity. In conclusion, this paper will argue
that what is required is a transformative and processual approach that is capable of
accounting for the dynamic interplay of cultural change at both a micro and
macro level.
Keywords: Globalisation; culture; cultural change; hybridity; mobility
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Mobile Cultures?
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relies on the commodication of place, but also because many analyses regarding tourism and cultural change have tended to focus on the success or not
of cultures to maintain or reproduce themselves as if they are isolated containers within which, and only within which, the specic, essential and authentic nature of a culture is manifest (see for example Archer & Cooper, 1998;
Burns & Holden, 1995; Fennell, 1999; Pearce, 1989; Ryan, 1991; Williams, 1998;
Youell, 1998). However much salience such ideological formations still have
at the level of actions and practices (a point I will return to below), at a theoretical level the essentialist positions they attempt to sustain have come under
criticism for a number of reasons. Most notably this is due to the challenge
of both poststructuralist and postmodernist critiques of essentialism, and an
awareness of the discursive and ideological nature of cultures (for example,
see Bhabha, 1994; Clifford, 1992, 1997). While driven in part by theoretical
concerns, such critiques also have to account for the increasing mobility or
ows involved in the contemporary conditions of globalisation which
includes, inter alia, the mobility of capital, information, commodities and
people. In turn the latter, whether tourists, permanent migrants or temporary
workers, bring with them knowledge of cultural values, and the practices associated with these forms of knowledge (Cohen, 1997; Fortier, 2000; Freidman,
1994; Hall, 2001; Morley, 2000; Robertson et al., 1994; Soeld, 2001; Weil, 1999).
Leaving aside the distinct possibility that cultures have always been in a condition of ux rather than stasis, the contemporary situation of globalisation
clearly makes both the analysis as much as the practising of culture more
complex and problematic. Whether or not we are witnessing an epochal shift
may be a matter of degree or interpretation, whichever way we want to spin
it, the evidence indicates a substantive move from more or less place bound
cultures to cultural forms that are increasingly diasporic, transnational or
translocal (Hall, 2001; Nederveen-Pieterse, 1995; Welsch, 1999). Once we begin
to account for such movements then a different picture of cultural formation
and change begins to emerge (Appadurai, 1996; Clifford, 1997; Cohen, 1997;
Hollinshead, 1998; Holton, 1998; Nederveen-Pieterse, 1995; Werbner &
Modood, 1997).
Mobile Cultures?
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model of culture. To begin with, we have the element of loss, a direct consequence of the spread of modernity. In turn this is part of wider, historically
rooted discourses, which reify the past in terms of a nostalgic yearning for
innocence (Featherstone, 1991; May, 1996; Meethan, 2001; Miller, 1994; Papastergiadis, 1997; Urry, 2002b). Hence pre-modern cultures as viewed as being
the repositories of the authentic and the natural (Frow, 1997). This assumption
which, although being powerful and pervasive, is really no more than a consequence of viewing modernity as a condition characterised by a lack of authentic social relations (MacCannell, 1992, 1996) where alienation is assumed
to be the quintessential modern condition (Miller, 1994: 73).
Although it is not my intention to dwell too long on the authenticity debate
which has been adequately dealt with elsewhere (Meethan, 2001; Wang, 1999,
2000) some account of it still needs to be made. Arguments over the authentic
are in part a claim to primordial origins where it is assumed that point of
origin, or earliest manifestation of a culture, is the pre-eminent factor that
denes its true essence (see Freidman, 1997: 81). In addition, such claims are
also a consequence of taking as given the container model of culture as a given
absolute. In general, we nd that a cultural practice is deemed authentic if
the social relationships inhering to the production of goods and cultural practices are assumed to be unmediated by commodication, and are also internal
to the culture in question. What apparently renders such practices inauthentic
is when outside inuences, in particular the introduction of commodity
relations, turn the genuine article into something that it should not be. This
also implies some form of judgement, often comprising both moral and aesthetic elements (Hendry, 2000; Howell, 1995), about the presumed innocence
and purity of others (Archer & Cooper, 1994; Fennell, 1999; Pearce, 1989).
Not only are tourists (the alienated) duped by the production of commodities
for the market, but the indigenous populace are apparently alienating themselves by commodifying social relationships. In turn, this relates to the widely
prevalent notion that somehow, culture is, or should be, divorced from commercial activity for afuence, as Miller notes, is often equated with a corresponding loss of authenticity (1994: 205). (see also, Du Gay & Pryke, 2002). It
is not only tourist analysts who assume this to be the case, so to do the tourists
themselves. As one example, Suvantolas study of backpackers makes the
point that:
Many of the backpacker visitors have an idealised picture of what constitutes genuine interaction with other peoples; it should not involve
money. They forget (or do not realise) that commerce may also be
another form of meaningful interaction (2002: 228).
Such notions of loss and degradation, the split between the real other and
its commercialised substitute are, I would argue, a direct consequence of
applying of the container model of culture. Both objects, people and the
relations between them, ought to be in their correct place, the implication
here being that each manifestation of culture only has salience within its specied geographical and historical location. To step outside these often ill-dened
parameters is viewed as a form of transgression, where both objects and
people become inappropriate, anomalous and out of place. To use a
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Culture as Practice
The rst step to resolving these problems is to reject the assumption that
cultures are idealised essences or entities that exist above and beyond the
actions of people (Barth, 1992; Clifford, 1997; Kuper, 1999; Papastergiadis,
1997), and to view culture as a continuous and hence always unnished process of ux and change. The basis of such an approach can be found in recent
anthropological writing, which views cultural production as a process of generating or conferring meaning through symbolic forms (Abram et al., 1997;
Boissevain, 1996; Clifford, 1992, 1997; Hitchcock et al., 1993; Nash, 1996; Sahlins, 1993; van der Veer, 1997). Such formulations have much in common with
those employed within cultural studies, as well as sociology (Barker, 2000;
Beck, 2000; Hall, 2001; Storey, 1999; Tomlinson, 1999). Rejecting static and
place bound notions of culture as essence, such approaches focus on the
actions involved in the creation of knowledge and meaning which inform the
social practices of maintaining culture. In this sense, we can dene practice
as the actions that create and sustain a particular way of being in the world.
Cultural attributes that are not attributable to an innate essence that we possess by virtue of birth, but are learned and socialised. It is through forms of
practice, even at the most mundane level, that distinctions such as the division
of work, gender roles and so on, are created and maintained. Yet the social
signicance of practices is not simply waiting to be discovered, but has in
Freidmans terms, to be conferred (1997: 74) which requires consensus. In turn
this relies on the acquisition of certain forms of knowledge about what is and
what is not of value, and this may also involve issues of power and subordination (Bourdieu, 1984, 1990). In this sense, culture is conceived as a framework or matrix of common values that provide general guiding principles for
action, and the ways in which these which are employed, often strategically,
according to material circumstances (see also Hitchcock, 1999). It is the sum
total, at any given time, of these forms of knowledge and practices that constitutes a culture. In short, practice does not reect culture, rather, culture is the
outcome of a contingent set of practical actions. In this holistic sense we can
accommodate both high culture, as well as the more mundane tasks which
constitute daily life. Because culture is always work in progress, an emergent
set of categories and practices, the ways in which people negotiate their position, meanings and values are constantly being maintained and transformed
Mobile Cultures?
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Mobile Cultures?
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extend it to cover all forms of movement. Perhaps one way to approach the
problem is to assume that, rather than being the exceptions to a rule, all cultures are by denition hybrids (Nederveen-Pieterse, 1995, 2001; Urry, 2002b).
However, such a formulation reduces the complexity of global interaction to
a simple tautology that has no heuristic value whatsoever. A less strong position can be made if we argue that some cultures are more hybrid than others,
but in order to argue that point, we would therefore have to delimit and dene
the constituent parts that go into their creation. In other words we would
need to specify which particular elements of a local culture were authentically local, and which were authentically transnational. If the logic of this
position is pursued, we can therefore say that hybrids can only exist if there
is some non-hybrid against which to compare them. Two examples can be
used to illustrate this point.
John Eades study of the changes to London as a result of successive waves
of migration nds that Soho and Spitalelds, in particular, contains people
who are exploring a pick-and-mix world of hybrid identities that dees the
simplicities of homogenous identities and communities (2000: 181). Cultural
identity for these people then extends beyond the spatial limitations of their
immediate locale, linking them to their nominal homelands, in this case Hong
Kong and Bangladesh (see also Miller & Slater, 2000). By way of contrast, the
situation described by OReilly (2000), concerning the particular situation of
British expatriates living in Spain tells a different story. These are people who
consciously maintain their distance from Spanish society, by steadfastly refusing to learn the language for instance, and tend to live a rather marginal existence. Although maintaining some aspects of their British identity, they also
at the same time attempt to distance themselves from their culture of origin.
What these examples point to are the ways in which forms of cultural identity
can be played out in situations where point of origin and the actual location
of those involved are not coterminous. In this sense they are then incorporating both local and translocal elements of the kind described by NederveenPieterse (see also Kraidy, 2002). In both these cases though what we see are
people both creating and maintaining forms of cultural identity that are created as different in relation to a wider culture against which they can be compared, if there is no centre, then there is no hybrid.
Hybridity then may only be variety of the subculture argument, a means
for recognising diversity while at the same time seeking to integrate it into a
whole (Albrow et al., 1997: 26). In other words, we would simply be retreating
into the position I criticised earlier, that of dening the local as unitary and
essential, and the translocal as that which is simply outside, other and in
between. So rather than solving the problem of essentialism or transcending
boundaries as it may rst appear, hybridity, and for that matter creolisation
and other cognate terms simply confuses them. All cultures x boundaries,
indeed, they cannot be recognised as such unless this is so (Appadurai, 1996;
Bauman, 1999; Fardon, 1995; Freidman, 1995, 1997; Sahlins, 1993). We also
have to acknowledge that this mixing of cultural forms is as much a process
of absorption as anything else, as Signe Howell states ... the borrowing of
alien knowledge, and its adaptation to local needs, is going on constantly,
and that such processes of indigenisation of alien knowledge occur as much
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here and there (1995: 165). In this sense, to take something and make it
ours is to exploit difference as a condition of group creation (Appadurai,
1996: 13).
There are then three qualications that need to be made at this point. First,
the concept of hybridity may be a useful metaphor, but has very limited utility
as a general analytical category from which to approach the wider issues of
globalisation and cultural change. Second, despite all the mobility of contemporary globalisation, locality does not simply disappear under its apparent
onslaught for as Freise and Wagner point out, One does not have to assume
that there are no stable linkages at all, that everything is contingent and in
ux (1999: 113). Third, there is also a danger that, having rejected the idea
of culture as a static container, the unxed and the mobile itself may be romanticised and valorised by assuming that stasis is reactionary, and ux progressive (Morley, 2000: 228229; see also Sineld, 2000: 104). Bearing this in mind,
we need to follows Cliffords (1997: 36) advice not to fall into the trap of
assuming that nomadology is the name of the game.
Culture as Strategy
It must also be recognised that assertions of cultural distinctiveness are
assertions made perhaps, in the face of what appears to be the disempowering
processes of globalisation, as much as the exploitation of the possibilities for
new cultural forms that globalisation offers us, for as Clifford remarks:
when every cultural agent (especially global capitalism) is mixing and
matching forms, we need to be able to recognize strategic claims for
localism or authenticity as possible sites of resistance and empowerment
rather than of simple nativism (1997: 183).
There are then also instances where cultural formation, rather than proceeding in the direction of a greater mixing, seems to be heading in an opposite
trajectory of essentialism. The anthropologist Karsten Paerregaard notes, in
his study of ruralurban migration in Peru, that the migrants tend to localise
and essentialise their identity as a means of demarcating themselves from
other urban inhabitants: Whereas we deterritorialize and deconstruct culture,
they territorialize and essentialize it (1997: 252; see also Medina, 2003: 365).
Just as fast as social theory is opening the box of culture, others it would
seem, are just as quickly closing it up again. What is at work in these instances
is a self-conscious deployment of difference. As the cases above make clear,
to claim that one is a member of a hybrid culture is an act of self-denition
(Freidman, 1997: 81; see also Bauman, 1992; Hall, 2001; Hoogvelt, 2001; Jamison, 1999; Waters, 1990). What we should also add to that is that whereas in
theoretical terms we can discard essentialism as an outmoded and misguided
approach, this is not the way it is perceived by many of those caught up in
the complex array of cultural interchange that is occurring. It would also be
misleading, for to do so would also be conating culture as practice and culture as an analytical category (Wicker, 1997: 423).
One way of approaching this particular problem is to distinguish between
what Grifn has termed the intrinsic and instrumental uses of culture (2000:
196; see also Eade, 2000: 46). As an intrinsic quality, culture refers to forms
Mobile Cultures?
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needs, and it is through such processes that they become an accepted part of
a given culture.
Mobile Cultures?
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Second, because they are to an extent self-consciously negotiated and practised, the whole issue of cultural change is bound up with issues of identity
and agency. Now there are a number of good reasons why this should be so,
not least being the uncertainties that result from globalisation (Beck, 2000) and
the perceived threats to the nation state as the container of culture that simply equates a people with a place. Here too, the allied notions of purity and
authenticity, that some forms of national culture promulgate, are also challenged by the movement of others and the consequent creation of forms of
identity and knowledge that follow from that. As I mentioned above, it is also
crucial to bear in mind that it is people, their forms of knowledge, ways of
acting, also certain material goods not cultures that travel, as cultures are not
entities endowed with the capacity of agency. Yet each act of travel is also an
act of transformation. Culture as lived experience consists of patterns of social
relationships for all their imaginary components that need to be realised
in practical actions, and these actions are always circumscribed by the specic
conditions of localities.
The idea of hybridity then, fails I think, to recognise the inherently processual making and remaking of culture. Hybridity can only have salience if
it presupposes that cultures are xed and essentialised, otherwise it would
not be possible to identify the elements that, in combination, create the hybrid.
Those who claim a hybrid identity are doing so as a self-conscious act of
positioning in relation to a wider set of values perceived as dominant. At the
same time we also have to recognise that within any culture there will always
be some element of essentialism at work. But perhaps it is not after all, essentialism that is the problem, rather it is a case of recognising that essentialism
may in fact be the mechanism through which cultures are dened in the rst
place. The point here though is the essentialism at work here is not that of
the theorist, but rather that of the agent, so there is a need then to distinguish
between the usage if culture as an analytical category, and the use of culture
to achieve strategic and instrumental ends.
Certainly forms of culture do span what were previously thought of as selfcontained and relatively isolated realms of culture and knowledge, and even
time. These new spaces created as much, it needs to be said, by the operation
of global economics as by forms of knowledge and ways of acting, exhibit a
dual character. Anchored on the one and to the specicities of localities, at
the same time they extend to other more abstract notions of collectivity and
identity. In this way they encompass both the universal features of a culture
dened in terms of a delimited set of knowledge and practices and its particular manifestations as lived experience. Cultural change cannot simply be
accounted for in terms of a shift from one state into another. Rather, it needs
to be seen in processual terms that focus on the ways in which cultural forms
and practices become indigenised and transformed, the realisation of value
systems in terms of practical actions that are continuously being deployed,
which seek to link the general to the particular. To return to one of my opening
comments, in terms of cultural change tourism is not the starting point, rather
it is a manifestation of social, economic and cultural phenomena that are now
being played out on the global stage in complex forms of interaction, within
which tourism is one element among others.
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Correspondence
Any correspondence should be directed to Kevin Meethan, Department of
Sociology, University of Plymouth, Drake Circus, Plymouth PL4 8AA, UK
(K.Meethan@plymouth.ac.uk).
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