In the world of Media and Communications, there are many theories and concepts that help us understand the complex relationship between culture, media, and society. One such theory is Cultural Materialism. This theory provides a way of analysing the material world and its impact on culture, media, and society. In this article, we will explore Cultural Materialism and its key concepts.
What is Cultural Materialism?
Marvin Harris, an American anthropologist, developed the theory of Cultural Materialism. According to his theory, the material world, including the physical environment and the technology used by a society, has a significant impact on culture, media, and society. Then, the theory asserts that the economic and ecological conditions of a society root cultural practices, beliefs, and values. Therefore, this theory emphasises the importance of understanding the material world and its impact on culture and society.
The Key Concepts of Cultural Materialism
Infrastructure
The infrastructure refers to the material and technological resources used by a society. This includes things like tools, machines, and natural resources. Furthermore, the infrastructure has a significant impact on the cultural practices and beliefs of a society. For example, the availability of water and fertile land can influence the types of crops grown by a society, which can impact its economy and culture.
Structure
The structure refers to the social and political organisation of a society. This includes things like social classes, political institutions, and religious organisations. Cultural Materialism states that the infrastructure of a society determines its structure. For example, a society with a surplus of resources may develop a complex social hierarchy, while a society with limited resources may have a more egalitarian social structure.
Superstructure
The superstructure refers to the cultural practices, beliefs, and values of a society. This includes things like religion, art, and language. Also, the structure and infrastructure of a society influence the superstructure as well. For instance, the geographic location can impact the language spoken by a society, which in turn can impact its culture and beliefs. Therefore, a society’s culture and beliefs may be influenced by the language spoken in that region.
Applications of Cultural Materialism
Cultural Materialism can be applied to a wide range of fields, including anthropology, sociology, and media studies. For instance, anthropology employs this concept to comprehend how the material world affects the cultural customs and convictions within a given society. Sociology, on the other hand, utilises this theory to investigate the correlation between the material world and the social as well as political structure of a community. Finally, in media studies, this idea is employed to scrutinise the influence of technology and media on culture and society.
Critiques of Cultural Materialism
Despite its usefulness, Cultural Materialism has faced criticism from some scholars. Some however argue that the theory places too much emphasis on the material world. The theory also does not account for the role of agency in shaping culture and society. Others likewise argue that it is deterministic, as it suggests that culture and society are determined by the material world. Despite these critiques, Cultural Materialism remains a valuable theory for understanding the relationship between culture, media, and society.
Conclusion
Cultural Materialism is an important theory in the field of Media and Communications. It can help us understand the complex relationship between the material world, culture, media, and society. By therefore examining the infrastructure, structure, and superstructure of a society, we can gain a deeper understanding of its cultural practices and beliefs.
While the theory has faced criticism from some scholars, it remains a valuable tool for scholars in a variety of fields. As a result, this theory can be used to analyse the relationship between culture, media, and society. Finally, we can gain a better understanding of the world in which we live.
References
Harris, M. (1979). Cultural Materialism: The Struggle for a Science of Culture. Random House.
Kuper, A. (1992). Culture: The Anthropologists‘ Account. Harvard University Press.
Harris, M. (2001). The Rise of Anthropological Theory: A History of Theories of Culture. AltaMira Press.
Pels, P. (2003). Unhastening Science: Autonomy and Reflexivity in the Social Theory of Knowledge. Liverpool University Press.