Abstract

Communicating the Other Across Cultures by intercultural communication scholar Dr. Julia Khrebtan-Hörhager is a compelling read about how master narratives perpetuate cultural othering discursively, visually, and materially. The author notes that the crux of cultural othering is a systemic and reoccurring process of prioritizing histories with a “capital H,” “written and communicated by the powerful of the world” (e.g., colonizers, enslavers); this, in turn, socially constructs the Other (5). In these, the Other is routinely shown “as unworthy, primitive, barbaric, threatening, even subhuman” (2). In response to such master narratives, the latter half of the book examines how minoritized groups employ resistive rhetoric, specifically through exposure and empowerment, to disrupt oppressive systems and foster social change. The author refers to this process as “communicating other/wise,” which she coins as a “discursive strategy against Master Narratives that perpetuate cultural othering and an alternative epistemology of learning with and from the Other, of gaining awareness and eventually wisdom with regard to Self and Other” (14). Tracing types of rhetorical othering through case studies in the United States, Russia, and Western European countries, the author utilizes a cross-cultural approach and Kenneth Burke's concept of “equipment for living,” which Khrebtan-Hörhager extends to visual and material rhetoric.Communicating the Other Across Cultures is divided into two parts: “Cultural Othering as Equipment for Living” and “Communicating Other/Wise.” The first three chapters demonstrate the embedded nature of cultural othering through verbal, visual, and material artifacts, showcasing how cultural othering is a communicative phenomenon that has no borders. The last three chapters focus on how communicating other/wise is a powerful, subversive tool for the Other to tell alternative stories and conclude by pointing to the necessity of studying cultural othering across disciplines.Chapter 1 offers a comparative study of verbal othering in master narratives through different geopolitical locations. The author argues that the Other is discursively constructed, maintained, and normalized in literary works through binaries, which often endorse Eurocentric values and whiteness. An example of this is Mark Twain's The Adventures of Huckleberry Finn, where the racialized good and evil binary emerges as Finn “thinks of himself as a sinner who will go to hell for his choice of not betraying fugitive slave Jim” (25). Twain's characters point to the idea that Finn should not care for Jim's wellbeing, furthering the justification of slavery and colonialism as a U.S. master narrative. Ultimately, this institutionalizes stigmas and reifies oppressive binaries. The Other is characterized as nonhuman and undeserving of inclusion and equality.Chapter 2 focuses on how visual culture transcends certain discursive boundaries, contending that images are powerful as they “demonstrate to us who matters, who does not, who exists in the center, and who struggles on the margins” (67). A significant component of visual othering is through cinematography, which greatly contributed to Nazi Germany's propaganda, supported the National Socialist regime, and justified the Holocaust. For example, the famous 1940 documentary Der Ewige Jude (The External Jew) portrays Jews as an unsanitary pest and “compares them [Jews] to rats, and reminds the audience that rats need to be killed for reasons of public health and safety” (106). Such visuals have the potency to intensify othering of Semitic peoples across geopolitical locations, solidifying ideological and national understandings of the Other.Chapter 3 looks at the relationship between material rhetoric—such as monuments, architecture, and memorials—and cultural othering. The author underscores the importance of attending to artifacts as they “contribute to the creation of a certain worldview that includes our national identities, our heroes, our role models, and our aspirations,” resulting in the lack of representation and even misrepresentation of the Other (111). The nationalist narrative is evident in the Mount Rushmore National Memorial, which celebrates several of America's Founding Fathers, communicates a superior national identity, and upholds patriotism. Mount Rushmore National Memorial especially ignores the United States’ involvement in Indigenous genocide and displacement by depicting the American Dream and freedom as available to all. The author argues that this is a form of strategic othering, a “convenient ideology of the (non-[w]hite, non-Christian, non-male, non-European, non-powerful) Other” (123). Utilizing material artifacts to distort history absolves white guilt and upholds white supremacy.In chapter 4, Khrebtan-Hörhager highlights a collection of alternative stories across the United States, Russia, and Europe that does not reify master narratives but instead exposes and empowers the voices of the Other. Prominent Russian writer, poet, and critic Nikolay Nekrasov, for example, used his works to critique war and suffering—an opposition to Russia's worldview and imperial expansion. As the author posits, writing Other/wise “is about listening to and learning from Other narratives, even if they clash with our existing worldviews and discredit our heroes and role models” (164). Communicating other/wise is a critical tool for reimagining spaces that include perspectives of the voices often silenced, erased, and hidden.Chapter 5 explores visuality through the lens of the Other. A striking example is the artwork Cloud Madonna, which shows a woman of color carefully and intimately carrying a melon while carrying water on the top of her head. The author posits that this portrayal is supposed to contrast Indigenous women's innate and generative connection to the land with a Christian nationalist perspective of the white madonna, who is “primarily defined through her relationship to baby Jesus” (223). Visualizing the Other is rooted in critiquing essentialized identities created by master narratives, which “teach us to see things differently; provide a new look on beliefs, norms, and values; and gradually change our culture” (219).Chapter 6 models communicating other/wise through materiality. The author explains that materiality (e.g., monuments, memorials, museums) crafts and tells our histories, which, in turn, communicates and informs our present and “the future of our children” (261). Because many forms of materiality are told through a homogenous, colonized lens, the goal for this chapter aims “to ‘un-set’ history and culture that is ‘in stone’ and to introduce alternative, culturally sensitive, and inclusive pieces of material rhetoric” (263–264). Khrebtan-Hörhager introduces several examples of how exposure and empowerment are imperative for disrupting homogenous narratives often curated by those in power. One example is the act of literally removing monuments that commemorate a nation's ideological regime. For example, Poles have removed certain monuments that commemorate the Red Army for freeing Poland from Nazi fascism. The author notes that “the removal of such Soviet monuments [is] not only natural but highly necessary as it avoids communicating wrong ideological values and grants Poland a much-overdue chance to achieve its own national and cultural definition as a free European democracy” (279). Materiality can be an especially rich mode for communicating other/wise, as it is often strikingly present even in the most mundane public spaces.Communicating the Other Across Cultures concludes by restating the pervasiveness of cultural othering in verbal, visual, and material forms and their ideological implications. With inspiration from Audre Lorde, communicating others/wise is a strategy for disrupting oppression and, thus, necessary for creating new realities. As the author hopefully asserts, “although othering is still omnipresent, it does not have to remain omnipotent, but the power to change the status quo starts with the critical social self-reflexivity and cultural self-diagnostics” (312). The question, “Whose voices are being prioritized?” is necessary for the unraveling of master narratives. This can be especially useful for undoing hegemonic educational curriculums, instead bringing in alternative histories and voices, such as Toni Morrison, as the classroom is often a formative space for shaping new perspectives and realities. Communicating the Other Across Cultures is extraordinary, grounded in cultural richness with exhaustive examples; it also highlights the voices of Other scholars and showcases the importance of studying cultural othering beyond communication and rhetoric. While the book demonstrates that cultural othering is systemic across cultures and recognizes the destructive patterns of master narratives, it also reminds readers of their agency to listen to the Other, learn from the stories of the Other, and invent ways of living Other/Wise.