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Cultural Studies and the Cultural Industry Cultural Studies and the Cultural Industry Cultural Studies from the Viewpoint of Cultural Policy Stuart Cunningham As might be expected of any newish field, a been so clearly dispelled as might have been once growing array of questions has begun to be imagined, she suggests. asked of cultural studies as it moves into a phase There is a position on the right emerging from of consolidation and some respectability. Ithink the social sciences that identifies the recent sea there are three global positions from whence this changes in Eastern Europe and the USSR, the questioning comes. In placing these on a left-to- longer-term global shifts toward international- right continuum, Iam mindful that amongst isation and the collapse of movement politics of other things at stake in the current climate is the various kinds as calling into question the con- viability of just such a political set. Wemight well tinuing relevance of the neo-Marxist `motor' of remember Jean-Luc Godard and Anne-Marie cultural studies. From this perspective, the reflex Mieville's caveat in NumeÂro Deux: `this is not a anti-capitalism, anti-consumerism and romanti- film of the left or right, but a film of before and cisation of sub-cultural resistance embodied in behind'. the classical texts of cultural studies are no longer Feeding from the humanities is a position to adequate responses to the big questions con- the left of an increasingly academicised cultural fronting the articulation of politics and culture studies that seeks to question its orthodoxies in in modern Western societies. the name of a more authentic critical and polit- With these political re-assessments has come a ical practice, or in the name of a more thorough- concomitant revaluation of empirical detail, going deconstruction or postmodernism. This aligned with a piecemeal approach to the articu- position can invoke the powerful trope of lation of ideology and culture. There is a recalling cultural studies to its origins as a `beyond ideology' flavour about much of this brave intervention in established literary and work. John Kelly's discussion2 of Stuart Hall's social science orthodoxies. key text on left renewal in Britain, The Hard Meaghan Morris `Banality in Cultural Stud- Road to Renewal: Thatcherism and the Crisis of ies',1 for example, attacks the installation of a the Left is a frontal attack on a politics of grand profoundly banal set of protocols in cultural theory that lacks credible empirics. Kelly poses studies centring on the wilful calling-into- with rhetorical naivete the ultimate empirical being of progressiveness in texts, resistance in question: `How does Hall know any of these audiences, and a cheerful populism in criticism things [about the roots of the success of that too often collapses into little more than a Thatcher]?' (emphasis added). simulacrum of fandom. The critical stances of The swelling ranks of apostates from the the traditional humanities disciplines have not charmed circle of neo-Marxist orthodoxies, 14 especially in Britain (in the United States cul- good! Liz Jacka wrote recently of the `ever tural studies is still on a growth surge, and sub- widening gap between cultural critique and cul- stantial questioning of the assumptions of the tural policy.'5 Taking my cue from this, Iwant to field from within will not come very soon or canvass some recent issues in Australian cultural very readily), suggests that something more and communications policy where practical op- than a faddish search for The Next Thing is portunities for cultural analysis have been fore- afoot.3 gone, or worse. There is also a `centrist' policy orientation. This approach seeks to position the perspectives of cultural studies within fields of public policy Australian Content on Television where academic critical protocols don't have priority. Like the `left-humanities' position, it is An exhaustive inquiry into Australian Content aware of the limits of academic discourse. While on Commercial Television, conducted by the seeking to respond to the same global concerns Australian Broadcasting Tribunal, concluded as the `right-social science' position, it is not as its main considerations in December 1989 with concerned to discredit the foundational posture the introduction of a new Television Program of cultural studies, if that posture is distilled Standard. The inquiry ran, with a break of three down to the central Enlightenment values of years in the mid-1980s, for about five years.6 Liberty, Equality and Solidarity.4 Indeed, it One of the then members of the Tribunal, seeks to revivify these core values as the central Julie James Bailey, commented that there was motor of reformism that can be appealed to in virtually no input during the several years of the public sphere of contemporary Western so- the inquiry from academic cultural critics and cieties. This is the position that Iwish to advance analysts.7 However, there was one major contri- as a way forward for cultural studies. bution, from cultural critic John Docker, and it employed an array of contemporary theory to What relations should exist between cultural attack the legitimacy of regulation for Austra- studies and cultural policy? Iemploy the term lian content on television.8 cultural studies (or cultural criticism) as a con- Such regulation, in Docker's view, actually venient shorthand for work driven by the major means the imposition of (British) high cultural strands of neo-Marxist, structuralist, poststruc- values onto popular cultural forms whose appeal turalist and postmodernist thought, which treat is indifferent to national variations and registra- film, the arts, media and communications, as tions. What viewers actively embrace in televi- well as lived, everyday culture. Cultural policy sion culture, according to Docker, is the embraces that broad field of public processes carnivalesque overturning of statist official cul- involved in formulating, implementing, and ture and the celebration of working class values contesting governmental intervention in, and andinterests. Thesevaluesandinterestsaretrans- support of, cultural activity. national and are inherently subversive of state The commonsense reaction to my question, interventions to preserve national registrations one likely to be offered by the majority of those of popular cultural forms. outside the academy who might be inclined to It is not surprising that Docker's arguments consider it, would be that the former serves as a had no effect on the outcomes of the Inquiry. kind of `handmaiden', developing rationales for But that should not in itself be cause for good those at the coalface of public policy. Theory, feeling, as Docker's was the only significant con- analysis and commentary should undergird tribution to the Inquiry that presented any of the practice; practice implements theory. On closer theoretical issues that have concerned theorists, inspection, however, the relations are far less critics and historians for decades. Docker's view harmonious than this model suggests. Indeed, of popular television and its audiences may be in many ways, contemporary practices of theory one idiosyncratic extrapolation of current and policy flatly contradict received wisdom. strands of cultural theory, but it is, in Turner's Cultural studies, from the viewpoint of cul- words, `directly licensed' by them.9 To applaud tural policy, might be like the curate's egg ± good Docker's irrelevance could be tantamount to in part, but even the good parts mightn't be that applauding, from the viewpoint of policy 15 making process, the irrelevance of critical and is clear that drama production could not have theoretical input in general. developed its scope and depth without the in- dustrial infrastructure of the Australian adver- tising industry. Evidence for this link is widely Advertising and National Culture accepted and pieces of it are often cited in film and television histories.11 For this reason, if for This Tribunal inquiry addressed itself to Austra- no other, deregulating television advertising lian content provisions covering all television would have major cultural consequences. The programming, including advertising. The regu- central argument, however, has to grasp the lations for television advertising are different nettle ± the positive contribution advertising from those for other program material. They itself may make to national culture. To this are directed at prohibiting more than 20 per task, cultural studies, in its present forms, is cent of any advertising being produced overseas, spectacularly unsuited. unless Australian crews travel overseas to obtain Two main patterns of criticism have remained the footage. They constitute a very high level of foundational to the cultural critique of advertis- protection for local content, and, because they ing. The first is diachronic, focusing on the his- have been in place for thirty years, they have tory of advertising as a main agent of American been extremely influential in underwriting the cultural imperialism. The MacBride Report for television advertising industry in Australia. UNESCO established the parameters of this pat- The inquiry into Foreign Content in Adver- tern, and Jeremy Tunstall's The Media are tising has operated virtually as a sidelight to the American and Mattelart and Dorfman's How to main act. It is not hard to see why. Advertising is Read Donald Duck continued it, and the general truly the unworthy discourse, as far as both critical perspective on advertising has never ser- criticism and policy are concerned. If there has iously diverted from it. The other pattern is syn- been an outstanding consensus amongst critical chronic ± informed by the early semiotic methods of various persuasions, it is that adver- guerrilla tactics of Roland Barthes' Mythologies, tising panders to patriarchal and consumerist it focuses on the cultural reproduction of dom- mentalities. In the wider scheme of things, this inant ideological values embedded through ad- consensus sits comfortably with moves to de- vertising in bourgeois culture. Its classic regulate a blatantly protected industry.
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