By E. San Juan, Jr.

The re-election of Barack Obama to a second term as president of the United States signals a need to rethink the overpowering influence of that metropolis on the Philippines as virtually still a neocolonial domain of the declining Empire. The Obama presidency recently reasserted U.S. geopolitical power in Asia and the Pacific by reinforcing its troop and navy deployment in the Philippines in view of increasing tensions over territorial disputes in the China Sea and adjacent areas. Meanwhile, despite its weakened economic stature, the predominance of U.S.  media and pedagogical trends enables the eclectic, neopragmatist style of Cultural Studies (CS) to deflect critical attention from urgent social problems: rampant pauperization of the majority of close to a hundred million Filipinos, the endemic violation of human rights, ethnic/racial degradation of indigenous communities, the inferiorization of women, unprecedented ecological disasters, and the reduction of the political economy to a globally subordinate role: as supplier of cheap migrant labor to the global capitalist market. One may ask: can CS be reconfigured to serve a democratic and egalitarian constituency beyond that served by its traditional practitioners in the Europe and North America?
A historical overview of its genealogy may be useful here. The academic discipline of CS originating from UK and North America focuses on the complex relations of “power” and “knowledge” (knowledge-production) at a specific historical conjuncture (Seventies and Eighties). Its axioms include the rejection of Enlightenment modernity/progress, metanarratives (paradigms; world-views), premised on the rational subject. Symptomatic of the alienation of Western intellectuals from technocratic market-society during the Cold War, CS reflects the crisis of finance/monopoly capitalism in its imperialist stage. It seeks to transcend reified systems  by way of privileging the differend,differance (Lyotard; Derrida), diffuse power (Foucault; Deleuze), life-world or everyday life (Habermas; de Certeau) inspired by Nietzsche, Heidegger, Freud, and Saussure.

Orthodox CS identifies modernity with capitalism, hence its postmodernist temper. Despite acknowledging the historicity of the discipline, postmodernist academics (Geertz, Grossberg, Clifford) give primacy to “the flow of social discourse” and the “essentially contestable” genealogy of culture. Engaged with the singularity of events centering on love, sentiments, conscience, and the existential or ethical moment in order to “bring us in touch with strangers,” with Others, postmodern CS seeks to interrogate the foundational aims of linguistics (Jackobson), psychoanalysis (Freud), philosophy (Kant, Hegel) and  political economy (Marx) by substituting  the ambivalence, contingency, and hybridity of “lived experience” for labor/social praxis as the focus of investigation. Focused on what escapes language and thought, CS  has fallen into the dualism it ritualistically condemns, complete with the mystique of a neoliberal individualism enabled by presumably value-free, normative “free market” absolutism.

Anti-foundationalism and anti-metanarratives distinguish orthodox CS today. Rejecting classical reason, CS refuses any grounding in political or social action as a perversion of knowledge for the ends of power. Valuing negative critique as an antidote to ideology, CS leads up to a fetishism of the Void, the deconstructive “Sublime” as a substitute for a thoroughgoing critique of the authority of received values and institutions. By various ruses of irony, uncanny cynicism and “sly mimicry,” It ends up apologizing for the status quo. Anti-authoritarianism is trivialized in careerist anecdotes,  and CS becomes reduced to conferences and publicity about fantasies of revolutionary social movements.

Submerged and eventually displaced, the critical dimension of CS drawn  from Western Marxism (Gramsci, Althusser, Lukacs) has disappeared in the neoconservative tide that began with Reagan/Thatcher  in the Eighties. This neoconservatism continues to this day under the slogan of the “global war on terrorism.” Meanwhile, attention to racism, gender, sexism and other non-class contradictions, particularly in the colonized and peripheral formations, sharpened with the Civil Rights struggles in the US, the youth revolt, and the worldwide opposition to the Vietnam war and the current if precarious hegemony of the Global North.

From Orthodoxy to Heterodoxy

Mainstream CS today still focuses on consumption, audience response, Deleuzian desire, affects, irony, avoidance of the critique of ideology, the culture industry, and unequal division of social labor.  However, some versions of CS invokes Simone de Beauvoir, Fanon, CLR James, W.E.B.Du Bois, Rosa Luxemburg, Paulo Freire and other “third world” activists in an effort to renew its original vocation of contributing to fundamental social change. Its Foucaultian notion of “specific intellectuals” addressing a “conjunctural constituency”  may call attention to the need to address state violence and hegemonic apparatuses of public control and repression.

Like any global trend, CS can be “filipinized” by the creative application of its original radical critique to our conditions. Various forms of CS, as mediated by “subalternists” and other “third world” conduits, have influenced such historians concerned with the marginalized Others (peasants, women, religious and ethnic communities, etc.). But except for the Latin American “theology of liberation” as a form of CS, they have all wrongly assumed that the Philippines is no longer a neocolonial, dependent formation, replete with diverse contradictions centering on the oligarchic-comprador domination of the majority of the people (workers, peasants, OFWs, Moros and other indigenous groups). The question of a singular Filipino modernity—genuine national sovereignty, autonomous individuals free from Spanish or American tutelage, a bourgeois public sphere—has been conflated and transmogrified by insidious postmodern mystifications legitimized by the illusory promise of emancipation by avid consumption epitomized in megamalls, Internet/Facebook celebrity culture, and a predatory commodifying consumerist ethos.

The examples of what I consider the inventors of Filipino cultural studies—Jose Rizal (in “The Indolence of Filipinos” and “The Philippines a Century Hence”), Isabelo de los Reyes (folklore and ethnic studies), counteless vernacular novelists, poets, and playwrights; and memoir-writers (Mabini, veterans of 1896 and the Huk uprising)—applied criticial principles derived from Europe to the specific political and socioeconomic situations in the colony/neocolony. In the process, the power/knowledge complex acquired concrete elaboration in terms of how “everyday life”—culture as ordinary habits or patterns (Raymond Williams)–cannot escape its over-determination by the historical institutions and practices imposed by the colonial powers and mediated by regional/local ruling bloc. Time and space offer intelligible meanings by way of the contradictions between the colonial/neocolonial hegemonic institutions and the acceptance/resistance of the colonized natives. Such meanings can be found in the narratives of individuals/collectives in which the notion of subjectivity defined by various levels of contradictions (Filipino versus American, patriarchal power versus women, “civilized” versus indigenous,etc.) can be discerned embedded in the totality of social relations at specific historical moments. I am thinking of a “knowable community” with institutions and habitus, structure of power relations, not just a “structure of feeling” constituted by heterogeneous experiences

In Philippine CS, the question of language assumes primacy because intellectual discourse and exchanges cannot sidetrack the problem of communicating to the larger public. Democratizing the means of communication is apart of the process of overthrowing the oligarchic elite and the reproduction of class and gender inequality. Such a public needs to be developed by the pedagogical program of a developing CS curriculum. The prevalence of English as an elite marker/imprimatur of privileged status will prevent this public sphere from emerging. Linked to this is the position of popular culture which has always radicalized CS by eliminating the divide between the elite/canonical culture and the proletarian/mass culture. Control of the means of communication needs to be addressed as well as the participation of a wider public in dialogues and exchanges.

CS, if it aspires to actualize its critical potential and transformative, needs to always address the major and minor contradictions of each society within a globalizing planet. The neoliberal market ideology that pervades everyday life/consciousness militates against the growth of a critical sensibility and the development of the faculties/powers of the species, hence CS needs to focus its analytic instruments on the commodification of the life-world and everyday life by the oligopolistic capitalist order. In the Philippines, the unprecedented diaspora of domestics and overseas contract workers (OFWs) constitute the prime specimen for study and critique. This involves not only the symbolic violence of language use but also the material violence of hunger, disease, State torture and extrajudicial killings.

Problematizing Knowledge-Production

In a critique mainly focused on the aborted promise of CS in the Global North, it is neither strategic nor propitious to describe in detail what the adaptation–or indigenization, if you like–of a Eurocentric CS paradigm would look like attuned to the needs and demands of neocolonized subjects in the Global South. Parts of that description may be found in my previous works (San Juan 1996,  2000, 2008). It would certainly require a longer, sustained mapping of the sociopolitical terrain of six decades after the 1946 formal independence. A political economy of group consensus and habits of belief such as, for example, the inventory of contradictions drawn up by social scientist Kenneth Bauzon (1991) would be useful to calculate the scale and degree of continued Filipino mimicry of inhumane models to perpetuate inequity and underdevelopment.

My task here is circumscribed: to indicate in broaf strokes the limitations and inadequacies of that paradigm for subjugated or dependent constituencies of the Empire.  It is foolhardy to undertake this task until we have cleared up crucial theoretical hurdles. The first is the problem of naming the subaltern agency. Obviously the identification of “Filipino” and “Filipino nation” remains contentious, unsettled, intractable. At best we can only handle the “interpretants” (both denoted and connoted items) of those signifiers provisionally, given not only the existence of heterogeneous components of that ethnic signified “Filipino” but also the fact that the whole ethos (moral, aesthetic, evaluative) of Filipino culture, not to speak of its cognitive and existential aspects, remains suspended in the undecided battlefields of the national-democratic revolution. Mutating modes of inclusion and exclusion of group actors prevail. We can only stipulate our parameters of discourse in the light of what has been accomplished so far in liberating ourselves, neocolonized subjects, from imperialist political, sociocultural, economic strangleholds.

For now, suffice it to remark on the need to adhere to the axiom of historical specificity (Korsch 1971) and a measure of philosophical rigor in defining such parameters. Above all, the question of ideology and the political economy of knowledge-production cannot be ignored. We cannot escape both the rules of our own communities and that of the totalizing diplomatic-technological state apparatuses of empire that modifies, coopts  and sublimates those rules. The dialectical laws of motion of interlocked asymmetrical nation-states cannot be dismissed as simply reactive or aprioristic. In this light, Virgilio Enriquez’s project of inventing sikolohiyang Pilipino during the nationalist resurgence of the 1960s and early 1970s may be symptomatically read as a culmination of all previous decolonizing initiatives (from Rizal and the Propagandistas to Recto, Constantino, and Sison) to articulate a program and world-view for the masses struggling for social justice, popular democracy, and genuine independence.  It was institutionally predictable but also serendipituous.

An analogous clarification can be offered for the roles that Filipino historians adopted before, during, and after the Marcos dictatorship. While inspired by Indian subalternist historians (laboring under the aegis of Foucaultian/post-structuralist thought) to de-center what was perceived as bourgeois-oriented chronicles such as those by Teodoro Agoncillo and Renato Constantino, Rafael Ileto (1998) succeeded to some extent in assaying the value of popular culture (the pasyon, etc.) and other marginal practices in the construction of a “non-linear” narrative of Filipino events before and after the 1896 revolution. It is doubtful whether Agoncillo or Constantino really pursued a linear, one-directional bias. Nevertheless, the revisionist method is not an original “native” discovery. Even before the late-twentieth century diaspora, the Filipino intelligentsia has been open-minded,  highly susceptible to global influences. Subalternist historiography is the product of a long record of countering the positivist, Comte-Rankean version of historicism, from the British social-history tradition (Samuel 1981) to the French Annales school and its evolutionist/functionalist offshoot in the Alfred McCoy-Ben Kerkvliet interventions in re-writing Philippine history in a more sophisticated way than Stanley Karnow’s apologetic product, In Our Image (1989). Meanwhile, the Marcos Establishment historian Zeus Salazar tried to retool Enriquez’s sikolohiya by purging it of its liberatory impulse and anchoring a populist version of the past in an evolving Filipino idiom via his pantayong pananaw scheme. It may be premature to judge the reformist efficacy of this effort in renewing or rehabilitating the fields of local historiography and moribund anthropology. Salazar’s disciples seem resigned to the neoliberal dispensation of the post-Marcos order, ensconced in the academic commerce of fabricating idiosyncratic terminology for archaic ideas.

We Versus They?

The problem of thematizing local knowledge offers both theoretical and political conundrums.  Ramon Guillermo (2003) has provided us a useful inventory of Salazar’s heroic effort, together with proposals for improving its method and scope. But both Salazar and Guillermo have so far sidestepped the fundamental issue (which transcends the old emic/etic binary) of how the notion of rationality–communicative action, in another framework–central to the intellectual metier of a global community of scientific inquirers to understand and appraise cultures can be surpassed or transcended. This issue has been elaborated in the volume Rationality (Wilson 1970)—just to cite one compilation–in which a survey of the conflicting arguments prompted Alasdair MacIntyre’s observation that “the understanding of a people in terms of their own concepts and beliefs does in fact tend to preclude understanding them in any other terms” (1970, 130).
MacIntyre does not fully endorse the functionalist view that institutions must be grasped not in terms of what they mean for the agents, but in terms of what necessary needs and purposes they serve; however, he does not fully agree with Peter Winch’s untenable belief that communities can only be properly understood and judged in terms of their own internally generated norms and beliefs–a proposition that pantayong pananaw advocates seem to favor, despite earnest denials (see Sta. Maria 2000).  But even assuming that isolated communities in a capitalist-gobalized world is possible, long after Max Weber took time off from “value-free” pursuits to distinguish explanation from interpretation, proponents of the primacy of hermeneutic understanding still need the benefit of analytic explanation if they want to avoid circularity and self-serving solipsism. After all, why bother understanding Others? Oppositional American thinkers such as Marcus Raskin, Noam Chomsky, Edward Herman, Susan Buck-Morss and others have begun to engage with the antinomies of knowledge-production faced earlier by the British in the context of the challenges of the postmodern era (Raskin 1987), an engagement coopted by the debates on terrorism, Islamophobia, and other alibis of Empire.
My own position strives to be a dialectical-materialist stance that privileges historical specificity and counterhegemonic imperatives on the question of adapting ideas originating from other sources (San Juan 2007). In my view, language is only one of the criteria for hypothesizing the nation as “imagined community,” to use Benedict Anderson’s formula. However, the quest becomes more problematic when the language at issue, “Filipino,” is still a matter disputed by other participants of the polity such as the Cebuanos, the various Moro groups, and by the English-speaking intelligentsia and bureaucracy. More seriously, it is not possible to conceive of the notions of “pantayo”  and “pangkami”  without the whole dynamic network of differences first outlined by Saussure but complicated by the wide-ranging semiotic principles explored by C.S. Peirce, Lev Vygotsky, Roland Barthes, Umberto Eco, and Roman Jakobson, far beyond the findings of Whorf, Sapir, Humboldt, Frobenius, etc. The linguistic symbol, as Jakobson reminds us, is not only a vehicle of the sedimented past (icons) or the present (indices) but also of the future. He quotes Peirce’s speculation premised on the triadic theory of the sign: “The being of a symbol consists in the real fact that something surely will be experienced if certain conditions be satisfied….The value of a symbol is that it serves to make thought and conduct rational and enables us to predict the future” (1987,427).
Language is, to be sure, only one signifier of national identity, not an absolute qualifier, whose correlation with other practices and collective actions needs delicate orchestration (Yinger 1976, 200-02). Earlier (San Juan 2008), I registered my discomfort with the logocentric tendency in Enriquez’s otherwise conscientious indigenization attempt. In the total program of liberating the majority of Filipinos (workers, peasants, women) from market exploitation and alien oppression, a nationalist ideology as such should prioritize the act of foregrounding democratic national rights and collective welfare. Hence we need an internationalist worldview such as that provided by Marxism (articulated, of course, to our specific conditions) with its universalistic, critical position grounded on a “concrete universal,” with all the richness of the particular social-formation in the Philippines, in creating a sense of Filipino nationhood (Lowy 2000).
We can begin to hypothesize with linguistic particulars intelligibly if viewed as part of a global or ecumenical conversation on intercultural understanding.  Filipinizing CS thus requires not merely linguistic readjustment but, more importantly, reconceiving the sense of rationality, justice, equality and democratic participation that cannot be hermetically encapsulated within the bounds of a single Filipino language-in-the-making. My firm conviction is that no indigenization project will fully succeed unless it includes a program of systematic decolonization, particularly an uncompromising indictment of U.S. colonialism/neocolonialism in its totality, together with its complicit transnational allies. Neither postcolonial hybridity, modernizing technocratic pragmatism, nor transnational flexibility will do; we need dialectical cunning and a bricoleur’s resourcefulness in taking advantage of what our forebears–Rizal, Recto, Agoncillo, Constantino, Hernandez, and others–have already won for us. After all, the enemy can also speak in Filipino and even dance the tinikling and sing “Dahil sa Iyo” in more seductive, innovative, postmodernist ways. We need to combine specifics and universals in both strategic and tactical ways that precisely cannot be learned at this time from orthodox CS and its postcolonial. transnationalist variations.

Unconcluding Postscript

To recap: Conceived as a reaction to capitalist high culture in the late twentieth century, CS initially  challenged Cold War norms and Western hegemony.  It promised a democratic, even radical, renaissance of thought and sensibility inside and outside the academy. Its early practitioners drew heavily from the Marxist and socialist traditions. But when it became institutionalized in the Eighties and Nineties, CS distanced itself rapidly from mass political struggles in the metropoles and the “third world.” It reverted to ethical individualism, aestheticism, Nietzschean performative displays, and the fetishism of differences/hybridity, becoming in the process a defensive ideology for predatory finance capitalism and technocratic globalization. If we want CS to be meaningful to the majority of Filipinos, it needs to address the urgent realities of our society and contribute to the democratic and egalitarian ideals of our history.

In the Philippines and other subordinated formations, CS can be regenerated by renewing its anticolonial, popular and democratic inspiration and re-engaging in a radical, transformative critique of oligopolistic corporate power, the political economy of global finance capital and its commodified/commodifying culture.  It can challenge US imperialism and its subalterns in its current modality of warring against “terrorism”or extremism (codewords for anti-imperialists) by returning to, first, the primacy of social labor; second, the complex historical articulations of the mode of production and social relations; and, third, the importance of the materialist critique of norms, assumptions and premises underlying existing inequalities, injustices, and oppressions.

We still have to reckon with the contradictions between the Global North and the Global South in view of the looming debt crisis in Europe, the antagonism toward Iran and the continuing war on terrorist extremists. In the Asian geopolitical theater, we have to take into account an emergent nationalism in the People’s Republic of China in the wake of border conflicts with its neighbors, Japan, Taiwan, Vietnam and the Philippines. In assessing the continuing hegemonic influence of the Western tradition, specifically CS founded on critics of the European Enlightenment, Filipino scholars and intellectuals have to address the persistent domination of the whole society and culture by the inherited U.S. model of competitive individualism and market logic overlaid over a residual but sturdy feudal/authoritarian ethos. This complex milieu cannot be ignored as simply socioeconomic or factored in as implicitly given parameters of discourse.  To Filipinize CS is to reconfigure the modality and thrust of Western CS in order to address the persistent and urgent problems of the exploitation of Filipino labor worldwide, the lack of genuine sovereignty and national independence, and the profound class, gender and ethnic inequalities that have plagued the country for so long. In short, intellectuals engaged in CS need to situate their practice and vocation in the actual society that underwrites their labor and provides it some measure of intelligibility and significance. Otherwise, they will continue to serve the interests of global capital and undermine their own claims to integrity and independence, not to speak of “academic freedom,” humanistic ideals, and scientific objectivity.


Bauzon, Kenneth  (1991)  “Knowledge and Ideology in Philippine Society,” Philippine Quarterly of Culture and Society, 19 (1991): 207-234.
Enriquez, Virgilio  (1992)  From Colonial to Liberation Psychology,  Quezon City: University of the Philippines Press.
Guillermo, Ramon (2003) “Exposition, Critique and New Directions for Pantayong Pananaw,”  Kyoto Review of Southeast Asia 3 (March 2003).
Ileto, Reynaldo (1998)  Filipinos and their Revolution, Quezon City: Ateneo de Manila University Press.
Jakobson, Roman (1987)  Language in Literature,  Cambridge, MA: Harvard University Press.
Karnow, Stanley  (1989)  In Our Image,  New York:  Random House.
Korsch, Karl (1971)  Three Essays on Marxism, New York: Monthly Review Press.
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Raskin, Marcus and Herbert Bernstein, eds. (1987)  New Ways of Knowing,  Totowa, NJ: Rowman and Littlefield.
Salazar, Zeus, ed.  (2004) Sikolohiyang Panlipunan-at-Kalinangan, Quezon City: Palimbagan ng Lahi.
Samuel, Rapahel, ed.  (1981) People’s History and Socialist Theory,  London: Routledge and Kegan Paul.
San Juan, E.  (1996)  The Philippine Temptation: Dialectics of U.S.-Philippines Literary Relations,  Philadelphia: Temple University Press.
—- (2000)  After Postcolonialism: Remapping Philippines-United States Confrontations,  Boulder, CO: Rowman and Littlefield.
—-  (2007)  In the Wake of Terror:  Class, Race, Nation, Ethnicity in the Postmodern World, Maryland: Lexington Books.
—- (2008)  “Ordeals of Indigenization: On Sikolohiyang Pilipino,” Balikbayang Sinta: An E. San Juan Reader,  Quezon City: Ateneo de Manila University Press.
Santa Maria, Madelene (2000)  “On the Nature of Cultural Research,”  International Society for the Study of Behavioral Development Newsletter #1, Serial No. 37: 4-5.
Wilson, Bryan R., ed.  (1970)  Rationality, New York: Harper and Row.
Yinger, J. Milton  (1976)  “Ethnicity in Complex Societies: Structural, Cultural and Characterological Faoeoctors.”  In The Uses of Controversy in Sociology ( ed.) Lewis Coser and Otto Larsen, New York: Free Press.



From a Filipino perspective, this speculative commentary ventures a brief critique of Eurocentric Cultural Studies by examining  its theoretical premises and their ideological resonance. The resurgence of “third world” resistance with its focus on racial/gender negativity (as evidenced in multiethnic writing by people of color within and outside the United States and Europe) has exposed the limitations of the academic discipline. Indigenization attempts may signal a return to the original radical vision of Cultural Studies. However, such indigenization (as exemplified by the Philippine example) requires a separate critique that would reinvigorate the dialectical interface of local subaltern practice and the concrete universal of an anti-capitalist liberation project that would connect the crisis of the global North with the emancipatory aspirations of the global South.


E. SAN JUAN, Jr. is currently humanities fellow of the Harry Ransom Center, University of Texas, Austin; he was recently fellow of the W.E.B. Du Bois Institute, Harvard University; and Fulbright professor of American Studies, Leuven University, Belgium.  He is emeritus professor of English, Comparative Literature and Ethnic Studies from several U.S. universities. His recent books are IN THE WAKE OF TERROR (Lexington), CRITIQUE AND SOCIAL TRANSFORMATION (Mellen), CRITICAL INTERVENTIONS (Lambert, Saarbrucken, Germany), BALIKBAYANG SINTA; AN E. SAN JUAN READER (Ateneo U Press) and RIZAL IN OUR TIME: Revised edition (Anvil Publishing). His recent collections of poems in Filipino are available from DIWATA BABAYLAN  and MAHAL MAGPAKAILANMAN.

About philcsc

E.SAN JUAN, Jr. directs the Philippines Cultural Studies Center, Washington DC, USA and lectures at the Polytechnic University of the Philippines, Manila, Philippines.