The Cultural Dynamics of a Street - Assignment Example

American society can be defined by its multi-cultural essence that incorporates a wide variety of nationals living together in harmony. The people from across different countries have not only successfully adapted to different cultures but at the same time, they have managed to hold their own distinct national character and culture. Race, language and the color of the skin of people from different countries, have not impeded their pursuit of professional and personal excellence in different spheres of their life. Looking specifically at the cultural dynamics of 33rd street in Manhattan, the myriad complexities and variation within the socio-cultural and economic activities can be easily observed. The ethnic diversity and racial paradigms are the hallmark of the 33rd street which is located between the 5th avenue and the famous Broadway. The people coming from diverse cultural and racial background can be seen enjoying same interest of game parlors, different cuisines or appreciating the digital world of computers and electronic goods. Indeed, the street can be broadly described as a small global village where the whole world seems to converge, bringing with it the diversity of national and cultural identities. The enthusiastic tourists and the locals compete with each other to wear down their resistances and gain something, local vendors their livelihood and the tourist his coveted memorabilia. The 33rd street highlights the changing socio-cultural identity of the present times and can be broadly defined as a unique culture that brings together the old traditions and modern values and ideologies. The pride of the people from diverse cultural identities is distinct in their business paradigms. The popular Chinese food and Mexican cuisine is favored by one and all. Italian pizza, French fries and burgers are being sold from the same counter. The new and the old generation of immigrants willingly adopt the modern American business culture. The survival instinct of the immigrant population of mixed nationality and races is strongly evident in their business enterprises where they bury their differences and willing incorporate new value system of their host country in the wider interest of their businesses. In fact, the most prominent feature of the street is the presence of diverse business centers that seem to have gained competitive edge only because of their unique national identities. Hence, one finds that thirty third street is abounding with business ventures from Italy, Mexico, China, India etc. and each of them attract their customers with items that is unique to their culture and nation. Indeed, the 33rd street reflects the changing dynamics of globalization that goes beyond regional interests, race, culture and ethnicity. The socio-cultural dynamics of the street distinctly displays three major proponents of evolving times: ‘c’ culture; transnational values; and ‘scapes’. The various sociologists and scholars continue to study the significance of cultural identities that have been preserved through the ages and their relevance in the current era of rapid globalization and fast advancing technology that has revolutionalized the concept of communication. Traganou’s views of the cultural paradigms are not only interesting but give an insight into the undercurrents of discontent of the natives for the changing social values and multi-cultural societies. They fear that the changing model of society is representative of decreasing patriotism and probably a threat to their own culture. He gives the example of Greece Olympics where architecture of sporting venues was intrinsic part of their culture and the opening ceremonies were a showcase of their pride in them. The 2004 Olympic was a landmark in many sense because its opening ceremony was designed towards the changing equations of social values that were fast adapting to suit the multicultural environment of varied culture, nations, color and race. Against the massive controversy and local criticism, the message of universal values sent. Traganou has quoted Dayan who claimed that the Olympic Games have increasingly become a fit case of ‘hijacking’ national identities by the vested interests comprising of global players who may have huge financial stake in the games, the socio-political imperatives of the regional, national and international interests (traganou, 2007). Traganou’s assertions that the global trend is increasingly moving towards transnational interests are significant primarily because he believes that immigration and emigration of people from one nation to another encourages them to adopt new values and ideologies which may ultimately lead to the loss of one’s own cultural identity. The fast advancing technology has greatly facilitated communication, making national boundaries a mere formality in the larger interests of global economy. The environmental factors have significantly influenced the formation of a new political equation and intrinsically connected through the new age communication and interdependent market forces. The 33rd street, with its ‘Empire State Building’ is the landmark of New York that proclaims the American Heritage but the small shops by immigrant population emphatically portray the wider welfare of the global communities that are rapidly coming together and forging alliances to strengthen their business objectives. Eagleton has defined culture as ‘an activity.. that at first denoted a thoroughly material process, which was then metaphorically transposed to affairs of the spirit.. (culture) can change.. it is also about following rules..’(Eagleton,). The contrasting definition of culture and the complexities of human nature are most defining features of the culture. It is for this reason, the people are able to adapt to the changing environment of cross cultural values with good rationale and ease. The facilitating environment of globalization has ushered in global values that are visible in the 33rd street of Manhattan. The huge array of shops and business premises, owned and run by people coming from different culture are testament to the changing cultural values and perception to the evolving paradigms of universal values that incorporates native pride, process of acculturation and an intrinsic desire to succeed. ‘Culture has veered upon its axis to mean almost exactly the opposite. It now means the affirmation of a specific identity – national, sexual, ethnic, regional – rather than the transcendence of it’ (Eagleton, 2000). The new culture promotes and establishes an identity that transcends national and cultural values embraces new values based on business interests and financial gains. The market of 33rd street has games parlor, Spa centers, language centers, cafes that are business-centric and promote their venture solely on global values to the world community at large. Appadurai’s contextual analysis of culture is highly relevant for the 33rd street. The five dimensions of culture can broadly described as ethnoscapes; mediascapes; technoscapes; financescapes; and ideascapes. Ethnoscapes is ‘landscape of persons who constitute the shifting world in which we live: tourists … and other moving groups and individuals constitute an essential feature of the world and appear to affect the politics of nations to a hitherto unprecedented degree’ (Appadurai, 1996). The Technoscape promotes wide ranging technologies that cross the barrier of cultural divide and attract customers and people from all spheres of life. The digital goods shop, the ATM machines, cyber cafes all have become part and parcel of technoscape cultural values. Mediascape is perhaps the most powerful tool to portray new culture primarily because media, in all formats, exerts powerful influence and has the capability to cross national boundaries and encompass global interests. Financescape has become a global reality because the nations have become inter-connected through market mechanisms that have intrinsically made them inter-dependent for the wider welfare of the national economies. The foreign currency exchange market and the varied market strategies to attract foreign customers can be easily observed in the street. The last but not the least important is Ideascapes concentrates in propagating ideologies of the state and the various nations primarily as business strategy to gain competitive edge over their rivals. The political narratives focus on political cultures that to redefine their goals and probable interests and identifications in the increasing multicultural environment. Indeed, the cultural dynamics of 33rd street is unique in its content. It shows how the social barriers have been overcome to build a society where different communities collaborate and mutually support each other and successfully help build relationships within the changing business compulsions. One can conclude that the street exemplifies the global values of the contemporary era. Reference Appadurai, Arjun. (1996). Modernity at large: Cultural dimension of Globalization. Public Worlds, Vol 1, Minneapolis: University of Minneapolis Press, 1996, pp.27-47 Eagleton, Terry. “Culture in Crisis”. The Idea of Culture. Malden, Mass.: Blackwell Publishing, 2000 pp 32-50. Taganou, Jilly. (2007). National and Post-national Dynamics in the Olympic Designs: The Case of Athens 2004 Olympic Games. To be published in Design Issue Journal (especially Issue of Design and Globalization), in progress. Read More