Abstract

The rise and development of the interdisciplinary academic discipline of cultural studies is part of a broader cultural turn in the humanities and social sciences that represents a fare- well to mono-causal and reductionist methodologies in favor of a more complex, holistic and dialectical analysis of social and cultural processes. In so-called ‘critical theory’ this has led to a shift from economic and political sources of social inequality and struggles towards the persistence and irreducible complexity of cultural difference or otherness, evidenced by important studies of the role of nationalism, the aestheticization of everyday life or the growing influence of new media of communication and imagination. This cultural turn in humanities and social sciences is related to a growing influence of cultural and at the same time post-political forms of power in everyday life, exemplified by the dominance of a meritocratic culture of ‘positive thinking’ in different areas of society, or in other words: of a neoliberal culture and ideology. In cultural studies historical awareness of this growing influence of cultural power is combined with anthropological research into the specificities of contemporary everyday culture and with a strong sensibility for the tensions, inequalities and contradictions in that culture, due to an ever growing globalization of its conditions. This inter- or transdisciplinary perspective on the power of culture finally cannot do without a serious rethinking of the aesthetic quality or dimension of everyday culture – and at the same time a rethinking of the scope and substance of aesthetics itself.