|
Congratulations, if
you are reading this article then you are probably a Cultural
Creative (CC).
Welcome to the club and it is a growing one at that. According
to anthropologist Paul Ray there is a new group in town - The
Cultural Creatives. "This group has no established leaders, no
professed ideology and no cohesive sense of community. Its
members loosely adhere to humanistic/spiritual ideals and
life-styles that are eco-friendly." He believes he has
identified at least 50 million in the United States and another
50 million in Europe.
And right now you are quite likely sighing 'oh, no not another
bloody stereotype' this may be because cultural creatives hate
to be put in to boxes. While wanting to refrain from doing this
there are some fascinating facts that we feel duty bound to tell
you about. We disagree with some of what Mr. Ray is saying as we
find people with the interests proported to be of cultural
creatives are often politically active - this political with the
small p - concerned with their community, with environmental
destruction, with globalisation - what cultural creatives are
not are new age hippies.
Although they cannot be discerned from any particular
demographic group - Cultural Creatives come from all walks of
life from accountants to acupuncturists, supermarket buyers to
computer consultants and lawyers and doctors to midwives and
gardeners - the overriding factor is that they tend to be
involved in, or care intensely, about environmentalism,
globalisation, peace, social justice, holistic health, civil
rights and new spirituality.
Many cultural creatives have dabbled in or are committed to
self-development and growth; many would like nothing else but to
leave the rat race to lead a more sustainable life. While they
may not be lucky enough to do this they want to make difference
in what they do right now.
Ray, identified three main subcultures (by examining their core
believes and values), of which the Cultural Creative is one, the
others are Tradionalists and Moderns.
What distinguishes Cultural Creatives?
Interested in Ecological Sustainability
Concerned with global ecology
Concerned with Women's Issues
Interested in or use alternative health care
Have a social conscience
Are interested in a spiritual dimension
Are often information junkies - prefer print and radio to
television
Ethical and careful consumers making value based purchases
Moderns represent the dominant subculture of the 21st century.
These are the control freaks -the politicians, the higher
echelons of law, the civil service and multinationals. They
firmly believe all progress is good and, this often, leads to
them dismissing other values and cultures as inferior. Their
values include making money, climbing the career ladder, having
lots of consumer choice. They support economic and technological
process whether this is gene splicing or cloning and reject the
values and concerns of other groups.
"The simplest way to understand today's Moderns is to see that
they are the people who accept the commercialised
urban-industrial world as the obvious right way to live. They're
not looking for alternatives," says Ray.
The Traditionalists, as many of us may recognise as reminiscent
of older family members, are more conservative (with a small c)
while they set great store by supporting the environment and
berating the destruction reaped by big business they also
believe in traditional family values - feminism is a dirty word,
their values are often anti-extramarital sex, anti porn,
anti-teenage sex and anti abortion, they can be racist or at
least hostile to anyone not of their own colour and background.
Obviously these are sweeping generalisations and we may all
recognise some of ourselves in the odd one or two of the Modern
and Tradionalist values, however what distinguishes us nice
Cultural Creative types are the following values and tendencies.
Cultural Creatives want to invest ethically, they work hard to
make their lives less dependent on unsustainable and unethical
systems - to simplify their lives. They are often unhappy with
the party political systems seeing flaws in both the left and
the right while being politically active. Surprisingly, given
their informed worldview they are often optimistic about the
future while distrustful of the media. They often have finances
and spending under control and are not concerned about
overspending, disdaining advertising and can be fanatical
recyclers. They tend to eat organic foods and use alternative
medicine.
Ultimately Cultural Creatives want to be involved in creating a
new and better way of life for themselves, their dear ones and
the world and at the same time work on self knowledge and
increasing wisdom. |
