THE METACULTURAL WARS AND THE METACULTURE OF NEWNESS
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The article concentrates on metalinguistic uses of the notion of 'culture' in contemporary debates on collective identity. The author claims that metacultural consciousness shapes the horizon of contemporary social imagery, in the sense given to this notion by Charles Taylor. The way of using the word and concept of culture in the context of the metaculture of modernity and the metaculture of difference is then contrasted with the phenomenon of a self-referential and self-interpreting unity which the author entitles the metaculture of newness or simultaneity. A slogan provided by an advertising campaign of the clothing company Esprit, 'The World Is Our Culture', describes accurately the global sense of its ambitions.
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