Arjun Appadurai’s book Modernity at Large. Cultural Dimensions of Globalization was published in 1996 but is based on texts written around 1990. Its core is the chapter, “Disjuncture and Difference in the Global Cultural Economy” (27-47), first published as a journal article in 1990. Thus it can still be seen as a continuation of the discourse on postmodernism/postmodernity from the 1980s (as reflected on this weblog by the series of posts on texts from 1980 to 1985).
The new element that Appadurai brings to the postmodernist discussion is globalisation: his aim is “to construct what John Hinkson calls a ‘social theory of postmodernity’ that is adequately global” (47), although Appadurai usually speaks more often of “modern” when he means the present day. The important point, though, is the rupture or paradigm shift that he suggests to have occurred around 1970: “it is only in the past two decades or so that media and migration have become so massively globalized, that is to say, active across large and irregular transnational terrains” (9).
This leads to the present-day “new global cultural economy” (32) that needs to be analysed by a framework of five “dimensions of global cultural flows” (33):
- ethnoscapes, i.e. the flow of people,
- mediascapes, i.e. mass media and the images and information they convey,
- technoscapes, i.e. the distribution of high-tech knowledge, machinery, and skills,
- financescapes, i.e. “the disposition of global capital” (34), and
- ideoscapes, i.e. “meaning-streams” in “the discourse of democracy” (37) and other ideologies and concepts.
It would be easy to apply this framework to comics as commodities, i.e. comic books, TPBs, tankobon etc., the production and reception of which are nowadays almost always transnational processes. But are these global cultural flows also reflected in the content of comic stories? While this is not meant by Appadurai as a characteristic of postmodern cultural works, it is not far-fetched to expect that postmodern works are more likely to reflect a global cultural economy than previous ones.
This also gives me the opportunity to write about a comic that more should be written about (though it surely will be included in many end-of-year lists for 2016) because of its outstanding quality: The Vision (I keep seeing the title given simply as Vision, but on the covers it clearly says The Vision) by writer Tom King, artist Gabriel Hernández Walta and colourist Jordie Bellaire. Across the 12 issues, I found the following traces of Appadurai’s landscapes:
- ethnoscape: the series is about the ‘synthezoid’ Vision having created an artificial family – wife, daughter and son – and moving into a house in Arlington, Virginia. This, and their difficulties of settling in among humans, are of course metaphors for transnational migration and xenophobia. But there is also proper migration represented or at least implied in The Vision: in #4, the children, Vin and Viv, play with a football that has “Fighting Redskins” and a caricature of a Native American printed on it. It’s the mascot of their high school, they explain to Vision, and only recently has it been changed to the “Fighting Patriot”, a politically correct “colorful bull in a three-corner hat”. This little episode brings to mind that naturally, there are only few Americans whose ancestors were not transnational migrants.
Then there are characters in this comic who represent, through their name and/or appearance, more recent immigration waves than the Mayflower – Leon Kinzky, the Asian-looking Matt Lin, and Marianella Mancha. Her son Victor Mancha even draws a connection between himself and the Spaniard Don Quijote de la Mancha on the sole basis of their names (in #8).
Finally, there is a long quote from Shakespeare’s The Merchant of Venice about being Jewish.
- mediascape: specifically, Appadurai means electronic media such as television (3, 35), so the play The Merchant of Venice first shown as a hardcopy book in #5, though written in England, doesn’t count. Although there is some talk of “downloading” and “uploading” things and some smartphones are shown, there are few instances of content being electronically mediated across national boundaries. One example is Vin “downloading Bach’s cello concerto” in #3 – while we are not told where the recording was made, at least the composer is German.
- technoscape: a series with androids as protagonists is bound to feature lots of high-tech machinery, but the sources of all these gadgets are Ultron, Vision and Tony Stark – so I think it’s all ‘made in USA’. No transnational flow here.
- financescape: in the beginning of the comic, Vision mentions his difficulties in getting a steady income, and Tony Stark, the embodiment of wealth in the Marvel universe, appears a few times. Apart from that, financial matters don’t play any role in The Vision, let alone transnational financial flows.
- ideoscape: The Vision is quite a cerebral comic, but few ideas that can be traced back to outside the US are mentioned. In #9, however, Victor Mancha says: “Vin’s reading this book [The Merchant of Venice] over and over. Like he’s obsessed with mercy and justice.” So some ideas have travelled from England to America after all.
To sum up, applying Appadurai’s framework to the content of a (supposedly postmodern) comic doesn’t yield as many representations of global cultural flows as I had expected. But, again, that’s not what it was intended for. Applying this framework to the para- and extratextual information pertaining to a comic, however, would surely reveal it as a product of Appadurai’s global cultural economy.