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1 - Cultural pragmatics: social performance between ritual and strategy

Published online by Cambridge University Press:  07 December 2009

Jeffrey C. Alexander
Affiliation:
Lillian Chavenson Saden Professor of Sociology and also Chair of the Sociology Department, Yale University
Jeffrey C. Alexander
Affiliation:
Yale University, Connecticut
Bernhard Giesen
Affiliation:
Universität Konstanz, Germany
Jason L. Mast
Affiliation:
Yale University, Connecticut
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Summary

From its very beginnings, the social study of culture has been polarized between structuralist theories that treat meaning as a text and investigate the patterning that provides relative autonomy and pragmatist theories that treat meaning as emerging from the contingencies of individual and collective action – so-called practices – and that analyze cultural patterns as reflections of power and material interest. In this chapter, I present a theory of cultural pragmatics that transcends this division, bringing meaning structures, contingency, power, and materiality together in a new way. My argument is that the materiality of practices should be replaced by the more multidimensional concept of performances. Drawing on the new field of performance studies, cultural pragmatics demonstrates how social performances, whether individual or collective, can be analogized systemically to theatrical ones. After defining the elements of social performance, I suggest that these elements have become “de-fused” as societies have become more complex. Performances are successful only insofar as they can “re-fuse” these increasingly disentangled elements. In a fused performance, audiences identify with actors, and cultural scripts achieve verisimilitude through effective mise-en-scène. Performances fail when this relinking process is incomplete: the elements of performance remain apart, and social action seems inauthentic and artificial, failing to persuade. Re-fusion, by contrast, allows actors to communicate the meanings of their actions successfully and thus to pursue their interests effectively.

Type
Chapter
Information
Social Performance
Symbolic Action, Cultural Pragmatics, and Ritual
, pp. 29 - 90
Publisher: Cambridge University Press
Print publication year: 2006

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