Global Challenge: The (Im)possibilities of Transcultural Imagology

Drawing upon transcultural theories (Welsch), praxeological cultural analysis (De Certeau, Reckwitz) and actor network theory (Latour), this paper examines theoretical and methodological possibilities for creating a transcultural imagology. Its main objective is to conceive a transcultural comparative semantics appropriate for interpretative analysis of textual, visual, mental and embodied images. In this manner, transcultural imagology might meet the challenge of global cultural hybridity: to recognize complex strategies of image production and dissemination through the rhizomatic structure of global cultural networks, as well as the silent and invisible tactics of their productive consumption