The Multi-layered Nature of Cultural Studies

Graeme Turner’s British Cultural Studies provides thorough explanation of what it means to study a culture. Specific studies showcased and methodologies explored provide a good foundation for a student visiting London for five weeks of exploring a new culture.

One advertiser’s treatment of the campaign for Ski yoghurt reveals the use of semiotics, the connection of a concept with a product, to entice consumers to consider the food a “lifestyle product,” associating it with “existing myths of youth and of a healthy outdoor life-style” (16). As the focus of my study will be the British dining experience, I realize the importance of paying attention to advertiser’s use of semiotics to capitalize on the ideals of the British people; such observations will provide insights into the mindset of the British consumer.

Consumers occupy a variety of roles within families. Much like the studies related to British television viewing habits, the power structure within the family most likely defines the dining experience and decisions surrounding it as well. In terms of viewing patterns, males were often bullies who determined program selection, and women did not have much leisure time to devote to viewing. Children were often sent upstairs to watch black and white televisions in their bedrooms (121). Like the viewing experience, the dining experience is also a daily family activity. Gender and generational roles are essential to my study as they constitute subcultures of society as a whole. Consideration of subcultures is essential in understanding the synergy of a society which comprised of numerous multi-faceted groups.

Perhaps the most significant aspect of cultural studies explored in Turner’s book is the multi-dimensional nature of cultural studies. He refers to a book entitled Doing Cultural Studies: The Story of the Walkman and explains the many layers of study required in order to understand a single product: the Sony Walkman. From this analogy, I was able to envision an organizational web of sorts that I will use to define my study of the British dining experience.

Turner’s text not only clearly delineated the cultural studies realm but also provides insights into British culture that will serve me well as a first time visiter and researcher in London.