Is popular culture merely a process of creating, marketing, and
consuming a final product, or is it an expression of the artist's
surroundings and an attempt to alter them? Noted Argentine/Mexican
anthropologist Nestor Garcia Canclini addresses these questions and
more in Transforming Modernity, a translation of Las culturas
populares en el capitalismo. Based on fieldwork among the Purepecha
of Michoacan, Mexico, some of the most talented artisans of the New
World, the book is not so much a work of ethnography as of
philosophy--a cultural critique of modernism. Garcia Canclini
delineates three interpretations of popular culture: spontaneous
creation, which posits that artistic expression is the realization
of beauty and knowledge; "memory for sale," which holds that
original products are created for sale in the imposed capitalist
system; and the tourist outlook, whereby collectibles are created
to justify development and to provide insight into what capitalism
has achieved.
Transforming Modernity argues strongly for popular culture as an
instrument of understanding, reproducing, and transforming the
social system in order to elaborate and construct class hegemony
and to reflect the unequal appropriation and distribution of
cultural capital. With its wide scope, this book should appeal to
readers within and well beyond anthropology--those interested in
cultural theory, social thought, and Mesoamerican culture.
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