Sloop, John, &* Mark
Olsen. “Cultural Struggle: A Politics of Meaning in Rhetorical Studies.” At the Intersection: Cultural Studies and
Rhetorical Studies. Ed., Thomas Rosteck. 1999: 248-265.
Begins with the
observation that everybody seems to want to get on the “CS” bandwagon. If you
ask an English teacher at MLA what he or she does, “rhetoric and cultural
studies” is what you’ll probably hear, according to this article written more
than 13 years ago. Even though I personally haven’t kept up with the struggles
over “what ‘we’ [English teachers] study and how we label it” (last sentence in
article), I know that I was hired back in 1994 to teach composition in a
program, which the director was calling the first cc cultural studies writing
program in the US. I never did figure out what that was supposed to mean. The
program was progressive in a sort of conventional way. We could select to teach
from one of 4 anthologies with the usual sociological- oriented type articles therein.
I still have the book somewhere. I remember an article (I had them read) about
advanced industrial societies and the apparent necessity for some form of state
sponsored welfare for some of its citizens. I liked this essay because it
directly and factually contradicted what most Mormons (it seemed) held,
regarding their own history, which they saw as independent of government
subsidy. (This was in Salt Lake City, by the way). Mormon ideology celebrated
an in-group coherence, independent of government subsidy, which took care of
its own (Mormon charity, etc). It turns out, according to the article, that the
western states of the US received and continue to receive the most government money.
The West always needed, eg, the garrisoning of federal troops to pacify the Native
population. They needed water projects. To me the program seemed to be pretty much
along the lines of Bartholomae (and Petrovsky’s) Ways of Reading, which put reading and writing from sources
(sociological essays, Foucault, eg) at the center of the curriculum, but I
still don’t understand what made our program there CS, other than just calling
it such gave it the prestige and cachet of the new and up-to-date. This same
head of the writing program there also wanted to us to inaugurate a “writing
center,” another new and prestigious add-on, at the time, being acquired by almost
all colleges and universities throughout the US.
As to the article by Sloop
and Olson, it seems as though the authors want to preserve the critical
political edge of each and avoid the “harm” that comes to both when one is
conflated with the other, something which seems to be happening due to the
[inexplicable] rise in popularity of cs some 12 years ago.
So what do they want? To answer
this question, they study the use of the world “culture” in journals devoted to
the study of rhetoric (have the word “rhetoric” in their titles). They decided
that there are 3 ways the word is used, each of which merits a subheading in
the essay as follows: 1) culture as logic, 2) culture as critical context, and
3) culture as the circulation and production of meaning in use.
Culture as logic
is the study of persuasion within, more or less closed, rhetorical communities:
egs, political culture, scientific culture, the cultural logic of late
capitalism. Useful studies.
Culture as critical context, as dominant meaning. Jungian archetypes in Star Wars. George Schultz’s revisionist
historicizing of Vietnam. It’s “readings of struggles [across time] over
dominant meaning at the level of popular culture.”
Finally, cultural as the circulation and production
of meaning in use. Here, they rely on the definition of cultural studies
offered by Gilbert Rodman (Elvis after
Elvis 1996) as: 1) entailing a radically contextual approach to
scholarship, 2) a commitment to theory in that theory must be travelled through
to deal with ‘real life’ problems, and 3) politics and political struggle. “Any
serious discussion of popular culture must include questions of politics and
attempts to carry out political projects through critical activity.” They go on
to claim that neither (1) “culture as logic” (political culture, scientific
culture) nor culture as (2) a space to study meaning (popular culture), [neither
of these] “specifically entails a project contextualized in time and space
(subgroup usage) nor explicitly pursues a political agenda.” These authors,
above all, seem concerned to want cultural studies to entail a [leftist of
course] political agenda or to at least preserve a place for that in cultural
studies.
Conclusion: cultural and rhetorical studies. The conflation or partial conflation of rhetoric and
cultural studies “endangers the potential of a critical practice.” He wants a new generation of critics trained
to “focus on meanings in specific acts of consumption and to take on proactive
political projects.” Thus Cultural Studies ought to be an interdisciplinary
space for critique, which can draw upon the discipline of rhetorical studies in
the implementation of its [political] project.
What these guys are
pussyfooting around about? It seems to be about how not to allow the conflation
of rhetorical and cultural studies or the partial conflation of the latter
within rhetorical studies. It harms both because, in the eagerness to jump on
the cs bandwagon, we risk depoliticizing both. I’m not sure how.
It must have something to
do with their refusal to discuss the why of this cs bandwagon phenomenon. It
must have to do with a somewhat already depoliticized cs, how else could it be
so popular? They insist on a kind of political critical cultural studies, qualities
with which it was supposedly born [with Stuart Hall’s Birmingham school?], and they
fear now it’s being defanged by reducing its interdisciplinary space into merely
“a generalizable phrase employed in the study of culture.”
My guess is that these
guys think of themselves as Marxists but are afraid to declare themselves so
openly. They would like to inaugurate some version of a Marxist study of
culture or even critical cultural studies, but know they could never get it
endorsed by the powers that be (university governance, etc.), so they are
pussyfooting around, trying to sneak in and maintain what they call “an interdisciplinary
space” [cultural studies] for their practice, viz., if not of Marxism per se, at
least a space where they can reproduce a new generation of critics trained to
“focus on meanings in specific acts of consumption and to take on proactive political
projects.” They remind me of myself, trying to practice Marxism under the guise
of Freirian critical pedagogy, except that they wish to influence institutional
change, something I was never in a position to do.
Regarding
my own knowledge of the disciplines of rhetoric and cultural studies, as a
graduate student in the late 1970s [comp. lit. at Univ of Arkansas], neither
“rhetoric” nor “cultural studies” ever appeared on my academic horizon.
Rhetoric was a subject studied by classicists (Greek and Roman) and had
something vaguely to do with language use and especially its use in the art of
persuasion. This was sometime before the explosion of composition studies
leading to advanced degrees in writing instruction, in professional writing, in
writing across the curriculum, and in writing program administration [or, as
James Sledd, called them “composition bosses” (during the 80s and up to the
present)]. My first exposure to
so-called cultural studies was in the writings of Stuart Hall and the
Birmingham School, which presented itself – I could be wrong about this -- as a kind of corrective to the original work
by Adorno and Horkheimer of the Frankfurt School, The Culture Industry, which was an unforgiving indictment of
capitalist or commoditized mass culture, as it was called. Cultural studies
coming out of Birmingham took the position that “mass culture” by itself was
only half the picture, and that one had to study its consumption as well, for
which the term popular culture held sway. Mass culture was what got produced
by, say, Hollywood, but popular culture was what consumers made of it and
emphasis was put upon the relative autonomy of consumers to make what they made
of it. The debate was similar to that surrounding the reception of a book by Samuel Bowles and Herbert
Gintis, Schooling in Capitalist America
(1976),
which developed the correspondence theory between what schools did and the
needs of an advanced industrial capitalist economy. Henry Giroux and others,
calling themselves proponents of “critical pedagogy,” attacked it as
insufficiently attentive to the relative autonomy of what actually went on in
schools, where, despite rigid top-down control, enough space was still
available for the practice of critical pedagogy. It’s the same (rather tired)
debate between the (determinate) economic base/ super-structure model in
orthodox Marxism, with postmodern Marxists such as Louis Althusser arguing for
the relative autonomy of the superstructure.