The Anthropology of Media A Reader

The Anthropology of Media: A Reader offers a critical overview of how mass media represents and constructs both Western and non-Western cultures. Moving beyond earlier anthropological preoccupation with ethnographic film and drawing on the recent explosion of creative studies of culture and media, this volume heralds the emergence of a new field - the anthropology of media - and brings its key literature together for the first time. Brings together key writings in the emergent field of the anthropology of media for the first time. Offers critical overview of how mass media represents and constructs both Western and non-Western cultures. Integrates key themes in the anthropology of media by means of editorial commentary. Explores the theoretical issues that have arisen from ethnographic studies of media.

Kelly Askew is Assistant Professor in the Department of Anthropology and the Center for Afroamerican and African Studiesat the University of Michigan. She is the author of Performing the Nation: Swahili Music and Cultural Politics in Tanzania (2002).

Richard R. Wilk is Professor and Chair of the Department of Anthropology at Indiana University. He is the author of several books, including Household Ecology (1991) and Economies and Cultures (1996), as well as over a hundred papers and articles on topics as diverse as Maya archaeology, research ethics, and global consumer culture.

Acknowledgments

viii

Timeline of Media Development

x

Introduction

1

(14)

Kelly Askew

Part I Seeing/Hearing is Believing: Technology and Truth

15

(58)

The Medium is the Message

18

(9)

Marshall McLuhan

The Technology and the Society

27

(14)

Raymond Williams

On the Use of the Camera in Anthropology

41

(6)

Margaret Mead

Gregory Bateson

The Ambiguity of the Photograph

47

(9)

John Berger

Save, Save the Lore!

56

(17)

Erika Brady

Part II Representing Others

73

(84)

The Gaze of Western Humanism

77

(15)

James C. Faris

The Color of Sex: Postwar Photographic Histories of Race and Gender

92

(25)

Catherine A. Lutz

Jane L. Collins

The Imperial Imaginary

117

(31)

Ella Shohat

Robert Stam

Complicities of Style

148

(9)

David MacDougall

Part III Representing Selves

157

(80)

Hollywood and the USA

161

(11)

Hortense Powdermaker

Yoruba Photography: How the Yoruba See Themselves

172

(15)

Stephen E. Sprague

Relationships

187

(23)

Daniel Miller

Don Slater

Mediating Culture: Indigenous Media, Ethnographic Film, and the Production of Identity

210

(27)

Faye Ginsburg

Part IV Active Audiences

237

(86)

Radio Texture: Between Self and Others

241

(17)

Jo Tacchi

The Tongan Tradition of Going to the Movies

258

(12)

Elizabeth Hahn

Rambo's Wife Saves the Day: Subjugating the Gaze and Subverting the Narrative in a Papua New Guinean Swamp

270

(16)

Don Kulick

Margaret Willson

``It's Destroying a Whole Generation'': Television and Moral Discourse in Belize

286

(13)

Richard R. Wilk

National Texts and Gendered Lives: An Ethnography of Television Viewers in a North Indian City

299

(24)

Purnima Mankekar

Part V Power, Colonialism, Nationalism

323

(71)

Image-Based Culture: Advertising and Popular Culture

327

(10)

Sut Jhally

The Global and the Local in International Communications

337

(20)

Annabelle Sreberny-Mohammadi

Media and Cultural Politics in Nicaragua, 1920-1956

357

(19)

David E. Whisnant

The Objects of Soap Opera: Egyptian Television and the Cultural Politics of Modernity

376

(18)

Lila Abu-Lughod

Resource Bibliography

394

(12)

Index

406

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The Anthropology of Media A Reader

Summary

Author Biography

Table of Contents

Supplemental Materials