ABSTRACT
With Chapters 7 and 8 in mind, we find a third way pursued by theoretical approaches that emphasises the comparative perspective. George Herbert Mead (1934) has reflected on ‘the generalised other’, and again Claude Lévi-Strauss (1962b) comes into play, as he defined a framework for categorising cultures. Although in our own culture, visual ethnic bodily features are usually not used any more for distinguishing people, we have to take note that this is the case in other, especially non-globalised, cultures. Furthermore, Roland Barthes (1967) laid the groundwork for systematically analysing self-presentations in cultural contexts, and Erler (1985) presented a critical study on prototypical transcultural destabilisations, which continues to be highly relevant with regard to practical transcultural policies.
