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A METHODOLOGICAL
FRAMEWORK FOR THE
SOCIOLOGY OF CULTURE
Wendy Griswold
UNIVERSITY OF CHICAGO
For their suggestions on this essay, I thank Misty Bastian, Mabel Berezin,
Jeffrey Brooks, Paul DiMaggio, John Hall, John Padgett, Bernice Pescosolido,
Katheryn Ragsdale, Ann Swidler, Harrison White, Robert Wuthnow, members of
the Culture and Society Workshop at the University of Chicago, and two anony-
mous readers for Sociological Methodology.
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2 WENDY GRISWOLD
cultural experience
framework based on
criteria of parsimo
competing explanat
framework and vali
to a puzzle regarding the changes a Western popular fiction genre
underwent when it was reproduced in Nigeria.
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 3
' Robert Wuthnow (forthcoming) argues that since the subjective is ulti-
mately inaccessible to sociologists, they would be wise to go "beyond the problem
of meaning" and concentrate on the synchronic mapping of cultural systems, i.e.
on the relations among symbols. Using observable discourse about meanings that
can be found in a text, survey responses, or other behavioral residues, sociologist
should examine relationships among the elements of the particular discourse and
the relationship among these and other cultural components from other contem-
poraneous discourses. Through such examinations, one can develop a matrix of
symbolic elements, thereby arriving at the cultural configurations and categories
operative in a particular time and place through which all experience is mediated.
Such mapping is worthwhile, but Wuthnow's discouragement regarding meaning
may be premature for three reasons. First, meaning need not be conceptualized
only at the individual level (Wuthnow is surely right that sociologists are ill
equipped to undertake this) or only at the level of entire social orders (as
interpretive and hegemony theories would have it). Rather, it can be viewed as a
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4 WENDY GRISWOLD
property of specifiable social categories and groups, which are empirically acces
ble and comparable. Second, the mapping of a cultural system is fundamentall
just semiotic elaboration; sooner or later the sociologist will want to draw conn
tions to the social order. The third problem is leakage: A lot of cultural data g
lost when one looks only for commonalities across symbolic systems. This price m
not need to be paid.
2 The new Sociology of Culture section of the American Sociological
Association is evidence of this.
3 This definition of cultural object, and its pragmatic specification in analy-
sis, is somewhat narrower than Talcott Parsons's use of the term. Parsons defined a
cultural object as any pattern reproducible in the action of another person (see
Alexander 1983, pp. 40-41). A cultural object and its partial meaning must be
capable of being articulated by an agent, either a social actor or the analyst of
social action; a pattern to which no particular meaning can be attached would not
be included under my definition.
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 5
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6 WENDY GRISWOLD
INTENTION
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 7
5 The actual contract between Piero and his client for the Baptism no
longer exists, but a 1445 contract for one of his similar commissions does.
Baxandall does not set out the brief as a numerical list in his chapter on Piero, so I
have followed the format he used in an earlier chapter (see pp. 26-32). I have
constructed the brief only as it relates to one strand of Baxandall's analysis, that
having to do with the spatial arrangement of the pictorial elements; the entire brief
would be considerably longer.
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8 WENDY GRISWOLD
Christ's baptism, even though not found in biblical account; (16) other
conventions of Renaissance religious painting.
Such a brief has several useful features: It includes constraints
from the narrow, institutional market and from the broader, cultural
market of ideas; it incorporates elements from the agent's biography,
including information on other artists to whom he responded; and it
draws on the mentalities of the artist's social group and the groups to
which he had to appeal.
Baxandall's purpose in constructing a brief is to solve puzzles
associated with the art object in question. For example, longstanding
puzzles in the Baptism of Christ include (a) the prominence of the three
very different angels in the left foreground, (b) the removal of the
spectators, some dressed in oddly Byzantine costumes, into the right
background, (c) the change in the river around Christ's feet (the water
behind Him is reflective, but the water below Him is transparent), and
(d) the remarkable resemblance of the landscape to the region around
Sansepolcro. After seducing his readers with an iconographical ex-
planation based on symbolism of the doctrine of the Three Baptisms,
Baxandall offers a far simpler problem-solving approach-the prob-
lems having been set by the brief. Given his need to tell the scriptural
story (items 4, 8, and 9 in our brief) on a tall, narrow plane (2, 11, 12),
and given his expertise in commensurazione (5), Piero chose a vertical
organization in which the narrative moves forward in space as it moves
ahead in time. According to this reading, the oddly dressed men in the
background are the Pharisees and Sadduces mentioned in Matthew.
The three angels are, in separate actions, cueing the observer to attend
with devotion to the central action (8, 10). The strange drape one angel
seems to be wearing is in fact Christ's cloak, indicated by its rose color
(3, 13). The unusual wreaths, off-shoulder garments, and differentiated
attitudes of the angels were drawn from Piero's study of Donatello's
dancing angels (3, 7, 14, 15). The water below Christ's feet becomes
transparent because the original painting had a shower of gold coming
from God, a divine spotlight that illuminated the water around Christ's
feet; traces of the original gilding are still visible in a few spots (6, 1 1).
The localization of the story bespeaks the need to communicate the
scriptural message directly and intimately to the residents of Sanse-
polcro (1, 4, 8, 10); the use of such localizing techniques is a common
device in Renaissance religious painting (16). Baxandall emphasizes
the efficiency and parsimony of such an "iconographically minimalist"
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 9
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10 WENDY GRISWOLD
RECEPTION
(1962) performative speech act: Its very existence is supposed to perform some
action. Intention is like elocution: The cultural object, like the speech act, is
designed to have some force and is directed toward a certain objective, although
the intended objective in both cases may not be achieved. Moreover, cultural
objects are often intended to work like indirect speech acts, that is, by implication,
given a certain context and presupposing that the recipient possesses a certain
knowledge (Searle 1975).
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 11
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12 WENDY GRISWOLD
second, fifth, and sixth theses particularly well, reveals the instability of
receptive horizons over time (see also Griswold 1986).
Because cultural production and reception are such fluid cate-
gories, the analyst must be careful to specify both the agent and the
cultural object of any particular interaction under consideration. For
example, a novel is a cultural object that is the product of a producer's
brief (intention). It is received by a reviewer, who may be understood
as operating within a certain horizon of expectations, and this reviewer
interprets and frames the novel. The reviewer then has a charge to
produce a new cultural object ("Review!"), and his interpretation and
framing become part of his brief, as do his market circumstances and
intended audience (the receivers for whom he is producing). The
readers of the review receive (interpret, applaud, despise, frame, value,
remember) the review and may do the same with the original cultural
object (the novel); they may also produce new cultural objects (another
novel, a term paper on the novel, a verbal account of the novel or of
the review to a friend), working the novel and perhaps the review into
the intentional brief. This example also raises the issue of genre (of
novels, of reviews, of term papers): Any of these genres, or types of
genres, may be addressed in terms of Jauss's seven theses, but they
must not be confused. The issue of genre specification will be addressed
below, but the point for now is that the analyst must keep straight the
specific framing of the particular social agent/cultural object interac-
tion under consideration while recognizing that his or her overall
investigation may involve any number of discrete interactions among
different agents and objects.
A consideration of reception demonstrates the indispensable role
comparison plays in elucidating cultural meanings for social actors.
Comparison is useful even for developing hypotheses of originating
intention (Donne's typical use of the term valediction compared with
that of his contemporaries), but sociologists, although they must rely on
intention as a tool for investigation, are usually more concerned with
significance, i.e., with the relationship between a cultural object and
some human beings beyond its creator.7 Here, neither an assumed
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 13
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14 WENDY GRISWOLD
8 The complexity is compounded by the fact that the analyst may also be
understood as an agent at t p>. This raises the problem of objectivity, for the
analyst is always implicated in his choice and treatment of analytic objects. For
example, a reception study of The Catcher in the Rye has shown the different
responses of readers at t1 (1951), when the novel first appeared, and at t2 (the late
1 950s and 1 960s), after it had become a youth classic and had been belatedly taken
up by the literary criticism establishment (Ohmann and Ohmann 1976). The
analysts themselves, however, exist at t3 (1976). They have an interest in the
ideological underpinnings of the process of canonization and are working at a time
when the construction of the canon is a topic of lively debate in literary criticism.
This position influences their selection of problems and materials. A student of the
sociology of knowledge (an agent at t4) might analyze the scholars who chose to
study canon formation, and so on ad infinitum.
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 15
the proletariat" (p. 355). It suited the needs of the former by inculcat-
ing into the latter an "inner compulsion" toward work, discipline, and
asceticism without expectation of profit in this world, and it attracted
the proletariat by its enthusiasm, a theological hodgepodge of enter-
taining emotionalism, community, and consolation. Methodism thus
played a critical role in transforming undisciplined craftsmen and
peasants into the submissive work force required by the industrialists.
This is a plausible thesis, but should we be persuaded by it? To
put the question positively, How might the application of a more
systematic analytic method have resulted in a firmer case for
Thompson's hypothesis? First, it is extraordinarily difficult to pin down
the cultural object-the body of essential Methodist doctrines-in
Thompson's account. Wesley, himself, in keeping with his pragmatic
and experimental approach to theology, was inconsistent in his em-
phases, and from the very beginning, the Methodist movement was
divided between Calvinism and Arminianism, between faith alone and
some attention to works, between enthusiasm and decorum (Knox
1950). Our confidence in the cultural object is not increased by
Thompson's temporal eclecticism in supporting his argument, i.e., by
his reliance on texts ranging from Foxe's Book of Martyrs, a best-seller
since the 1560s and omnipresent in English Protestant churches, to Dr.
Ure's Philosophy of Manufactures, which appeared in 1835. Probably the
best solution to the complexity of the cultural object is to restrict our
gaze to a particular agent. Given the time period that Thompson
considers, the best candidate would be Jabez Bunting, "the dominant
figure of orthodox Wesleyism from the time of Luddism to the last
years of the Chartist movement" (Thompson 1966, p. 352). The last
years of the Chartist movement were the late 1840s, well beyond
Thompson's period, but a bit later, Thompson limits his immediate
argument to the period from 1790 to 1830, which he says are the
decades in which Methodism successfully indoctrinated the working
class and the years of "the rise and dominance of Jabez Bunting"
(p. 375, n. 1). Thompson seems to have accorded Bunting dominance
in two periods: 1790 to 1830, and 1811 (the beginnings of Luddism) to
the late 1840s. Therefore, let us restrict this agent's time to the
approximate years of overlap: 1810 to 1830. The task now would be to
designate the cultural object for Bunting at that time-according to
Thompson, it would be a selection of the harshest components of the
Methodist hodgepodge-and to construct a brief that might elucidate,
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16 WENDY GRISWOLD
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 17
COMPREHENSION
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18 WENDY GRISWOLD
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 19
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20 WENDY GRISWOLD
EXPLANA TION
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 21
Comprehension Explanation
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22 WENDY GRISWOLD
Comprehension Explanation
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 23
Comprehension Explanation
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24 WENDY GRISWOLD
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 25
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26 WENDY GRISWOLD
ence) to the slaves of the New World (local sensibility).11 Since certain
types of religious knowledge were passed on only through the elders of
the West African peoples from which the slave trade drew, and since
the slave trade was largely restricted to teenagers and young adults,
there was a rupture between remote and proximate experience that
made it institutionally impossible for these elements of African culture,
despite their significance, to reappear in the local sensibility of the New
World. Similarly, much sociological attention has been paid to the
disproportionate representation of certain categories, and not others,
among agents involved in the actual production of cultural objects.
The exploration of social institutions need not be the ultimate goal of
sociocultural analysis, but such institutions do constitute indispensable
variables in the explanation of cultural phenomena.
Now, taking the framework developed in the examination of the
explanatory procedures of Goldmann and Geertz, one may add inten-
tion, reception, and comprehension in terms of genre. The final frame-
work, applicable to all modes of cultural analysis that aspire to deal
with the cultural object and at the same time provide a comprehensive
explanation, now looks like this:
Comprehension Explanation
VALIDI7Y
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 27
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28 WENDY GRISWOLD
from his own writings and actions outweighs evidence from those of
other Methodists (same agent), evidence from other Methodists out-
weighs that from other evangelicals (narrower class of agents), evidence
from his writings and actions near the time of interest outweighs that
from more remote periods, and so on.
Let us apply the framework to an example that includes criteria
of validity and considerations of genre. The topic is contemporary
Nigerian popular fiction, specifically those reworkings of the Western
romance novel formula that are currently written by Nigerian authors
for local consumption. The general question to be investigated involves
cross-cultural transmission: What happens when a cultural genre from
one society gets transported, reproduced, and adapted by another? To
answer this question, the researcher must examine the interaction
between social change and culture. The specific research problem is as
follows: While Nigerian popular romances resemble the formula estab-
lished in Western romances, a significant proportion of them have
endings radically different from the Western model. In Western
romances, a young woman and a young man work through obstacles
and mutual misunderstandings to realize their love for each other.
Many of the Nigerian romances have radically different endings; the
young female protagonist does not end up engaged or married to the
male hero. What accounts for this difference, for this deviation from a
formula that in other respects is adapted rather faithfully? Several
hypotheses occur:
1. Nigerian authors have insufficiently absorbed the essentials of
the Western formula; thus, because of their inexperience with the
genre, they include discordant elements."2 This hypothesis emphasiz
the author's role as producing agent. Testing it would require examin-
ing both the authors' institutional settings (career lines and opportuni-
ties for publication) and their social and educational backgrounds. An
authors' brief could be constructed.
2. Nigerian readers of romance novels are different from West-
ern readers, and these differences, probably attributable to class, age,
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 29
and sex, give them different tastes, which their popular authors seek to
satisfy. Here, the focus is on readers as receiving agents. The demo-
graphic characteristics of readers, their intentions, and their horizon of
expectations might have to be discovered to test this. This hypothesis
also depends on an institutional setting in which readers' tastes actually
influence cultural production.
3. Nigerian publishers filter out novels with traditional Western
endings. This is an organizational, production-of-culture argument that
requires the analyst to look for selective pressures of editors and
publishers in their capacity as gatekeepers.
4. The Nigerian conception of love differs from the Western
conception; therefore, the Nigerian treatment of love in fiction differs.
This is an interpretive, reflection argument connecting a cultural object
to remote sociocultural experience. This type of hypothesis is typical of
sociological approaches that take cultural objects seriously and that are
sensitive to their capacities as symbolic, collective representations. Such
an argument often appeals to humanistic concerns (it explains previ-
ously obscure aspects of the cultural object in question) and is hard to
disprove because of its interpretive nature.
5. Not the Nigerian conception of love but their conception of
stories, of narrative structures differs from the Western conception.
Therefore, the treatment of any number of themes in Nigerian fiction
differs from their treatment in Western fiction. Here, the emphasis is on
the persistence of form rather than the reflection of content. This is also
an interpretive hypothesis; thus, it is hard, but essential, to assess its
validity in comparison with the fourth hypothesis.
More hypotheses could be generated, but these are sufficiently
representative for our purposes. Now, by applying the framework to
the hypotheses, we can make an initial attempt to compare their
probabilities.
1. Given the popularity of imported Western romances with
Nigerian readers, and given the commercial institutional context of
popular fiction, it would behoove local authors to figure out the
essentials of the formula, along with appropriate adaptations, quickly.
If the Western formula may be said to have been established in the late
1960s and early 1970s in the West13 (time1, place1), one might expect
13 In this example, the West is Britain, Canada, and the U.S. The romance
formula was originally developed by Mills and Boon in Britain, but the line was
later taken over by Harlequin, a Canadian firm. During the romance boom of the
1970s, publishers in the U.S. were the most active and innovative. Although the
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30 WENDY GRISWOLD
that the authors at time2, place2 (Nigerian authors in the late 1970s)
would have made errors but that these errors would begin to disappear
at time3, place2. This has not been the case; while the bulk of Nigerian
romances do follow the traditional Western formula and end with a
marriage, those deviating from it are among the more recent novels.
2. Nigerian romances are published by commercial publishers
whose livelihoods depend on their responsiveness to the preferences of
their market; therefore, the nature of that market is very influential in
publishing decisions. However, there does not seem to be much evi-
dence supporting the hypothesis that particular characteristics of
Nigerian romance readers, in comparison with their Western counter-
parts, influence the endings of romance novels. While romnance novels
are held in low critical esteem in the West, they are not consumed by
readers of meager education or low social class. Like readers of fiction
in general, Western romance readers tend to be affluent, young, and
well-educated members of the middle class; they differ from the
general profile only in that they are overwhelmingly female (Radway
1984). Nigerian readers are also disproportionately educated and
affluent; they constitute a small fraction of their society, for the
majority of adult Nigerians are illiterate in English. They are also
disproportionately Christian, urban, arnd "modern" (Schmidt 1965).
Therefore, for example, they and their families would be far more
likely to reject arranged marriages for individual choice than would
their rural counterparts. Many have received Western educations, as
have a high percentage of their authors. It seems likely that the readers
of the romance novels are also predominantly female, at least in
comparison to Nigerian readers as a whole, since the majcority of
protagonists are female. They may be somewhat younger than their
Western counterparts; literacy is far higher among younger cohorts in
Nigeria, there are more people in the younger cohorts, and a number
of Nigerian romance novels take place in university settings involving
students, something that is unusual in Western novels. Of course, aside
from their educational, class, and age characteristics, Nigerian readers
have vastly different social experiences than Western readers, but there
seems to be no reason to suppose that these differences create different
horizons of expectations regarding the satisfactory outcome of a fic-
formula has developed over the two decades of its existence, its heroines having
grown more independent, more career oriented, and more sexually adventuresome,
differences among the three major producing countries remain slight.
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 31
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32 WENDY GRISWOLD
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 33
REFERENCES
AUSTIN, J. L. 1962. How to Do Things with Words. New York: Oxford University
Press.
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34 WENDY GRISWOLD
GROCE, BENEDETTO. (1922) 1978. Aesthetic as Science of Expression and General Linguis-
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METHODOLOGICAL FRAMEWORK FOR THE SOCIOLOGY OF CULTURE 35
KNOX, R. A. 1950. Enthusiasm: A Chapter in the History of Religion with Special Reference
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