Kultura jako źródło zysku? Etos kreatywności i współczesny dyskurs modernizacyjny
Culture as a source of profit? The ethos of creativity and the contemporary discourse of modernization

Summary/Abstract: This paper addresses the socially relevant problem of inscribing culture into the new valid development discourse, in which the idea of culture taking a subservient role in relation to the economy and the abandonment of thinking about it as a source of social criticism became sanctioned as a new apparent obvious. As part of this discourse, various societal actors argue that “culture matters”, that culture is a driver of change and economic growth, a chance to modify the structure of employment and a source of personal reward for all those who help build the modern economy. This stance stems from the belief that social studies and humanities have to date shown little interest in culture as an important component of the modernization discourse and its elements, as well as the fact that implicit and ambiguous ideological references are rarely subjected to critical analysis. This applies to both the overall transformation of that discourse as well as the process of its placement within the social reality. The author argues that the instrumentalization present in the contemporary discourse concerning the modernization of culture may be viewed as an element of a relatively new and subtle form of domination, and an important research task is to recognize and attempt to describe these less obvious forms of power.

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