Beruflich Dokumente
Kultur Dokumente
• What is culture? What are the various meanings that come to your mind when you hear
the term culture?
• Can you think of some statements where “culture” is used?
(insert slide”
Culture is not important just in academics, but in the field of business and management.
Some of you might remember from your first year course about the importance of cross-
cultural communication
• Hindi cinema and its star system, the rath yatra and the demand for a temple at Ayodhya, the proposed
• Disneyland in Haryana, the devotional fervour aroused by the Ramayana on television, Madonna and
Michael
• Jackson in middle-class homes, the folklorization of ‘rural India’ for elite consumption, or ‘ethnic’ Rajasthani-
• Gujarati clothes on South Indian women. And not so insistently visible: the demands for regional autonomy;
the
• growth of the women’s movement; the Dalit struggles for the invention of alternate traditions, both cultural
and
• political; the non-conventional left’s attempts to consolidate a lower class/caste base; the questioning of the
• concept of ‘secularism’ from both right and left; or even the formation of ‘modern’ communal identities.
(Niranjana,
• P. Sudhir and Vivek Dhareshwar, 1)
• Plenty of people will try to give the masses,
• as they call them, an intellectual food prepared and adapted in the way they think
• proper for the actual condition of the masses. The ordinary popular literature is an
• example of this way of working on the masses. Plenty of people will try to indoctrinate
• the masses with the set of ideas and judgements constituting the creed of their
• own profession or party. Our religious and political organisations give an example
• of this way of working on the masses. I condemn neither way; but culture works
• differently. It does not try to teach down to the level of inferior classes; it does not
• try to win them for this or that sect of its own, with ready-made judgements and
• watchwords. It seeks to do away with classes; to make the best that has been
• thought and known in the world current everywhere; to make all men live in an
• atmosphere of sweetness and light, where they may use ideas, as it uses them itself,
• freely, – nourished, and not bound by them.