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Diversity Is Our Business
Stockholm University, Faculty of Social Sciences, Department of Social Anthropology.
2010 (English)In: American Anthropologist, ISSN 0002-7294, E-ISSN 1548-1433, Vol. 112, no 4, 539-551 p.Article in journal (Refereed) Published
Abstract [en]

Anthropologists have tended to portray their discipline as in crisis and ask whether "the end of anthropology" is near. I offer indicators to suggest that the discipline is alive and well as far as its internal activities are concerned. I then turn to the more worrying question of its external image, understandings and stereotypes more or less common among a wider public: the anthropologist as antiquarian and insensitive, slightly lost in real life. Anthropologists have been ineffective in offering a simple, coherent view of what the discipline is and what holds it together. I propose that a consistent emphasis on "diversity" as what anthropology is about best matches our combined interests and practices. To have a strong "brand" is essential under present-day cultural and political conditions, in and out of academic life. The foregrounding of "diversity" goes with the anthropological concern with ethnography, comparison, and cultural critique.

Place, publisher, year, edition, pages
2010. Vol. 112, no 4, 539-551 p.
Keyword [en]
public image, brand, diversity
National Category
Social Anthropology
Research subject
Social Anthropology
URN: urn:nbn:se:su:diva-51216DOI: 10.1111/j.1548-1433.2010.01274.xISI: 000284774000005OAI: diva2:387808
authorCount :1Available from: 2011-01-14 Created: 2011-01-10 Last updated: 2011-01-14Bibliographically approved

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Hannerz, Ulf
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