Exoticism

The term exoticism can be found in sociology, literature and art, as well as in linguistics. In sociology as well as in literature and art, the term exoticism refers to „overt attitudes toward the foreign“ (von Beyme 2008, p. 8), especially toward foreign cultures. The word derives from the Greek adjective exotikós, meaning „foreign,“ „strange“ (Kuske/Czerny 1999, p. 616).

Postcolonial studies

The term was first used in 1599, according to postcolonial studies (von Beyme 2008, p. 7). The basic point is that the respective other cultures are perceived as „distant – be it temporally, spatially or socially – and as different from one’s own culture“ (Kuske/Czerny 1999, p. 616). On the one hand, this attitude is associated with a „demarcation of one’s own culture from the supposedly foreign culture“ (ibid.). On the other hand, the other culture is viewed from an individual perspective. Thus, a reflection of the respective „own reality, […] wishes and dreams as well as the failures that the respective society demands from its members takes place.“ (ibid.)

Stereotyping

Usually, only the special characteristics of the foreign culture, for example, „palm trees, sandy beaches, bazaars overflowing with people, women wearing headscarves, or ‚bearded fanatics'“ (ibid.) are considered and emphasized. Due to stereotyping, unbiased access to the other culture is denied and no intensive engagement or even reflection can take place.

Historically, European exoticism was especially significant in its ethnocentric manifestation. Here it was closely connected with colonialism. The justification of European power superiority was based on the fact that they were supposedly on „a culturally higher stage of development of society“ (ibid., p. 617).

Ambivalence

The term is characterized by ambivalence. For on the one hand, it encompasses a „positive side of fascination by the foreign, which aroused understanding and sympathy“ (von Beyme 2008, p. 7). On the other hand, there is above all the „negative side of prejudice, Eurocentrism, imperialism, racism, and sexism“ (ibid.).

Historical development

Von Beyme divides the historical phases of exoticism into a total of four stages of development: premodernism, imperialism, classical modernism, and postmodernism. (ibid., p. 9f.) „The fascination with the exotic has a long history and developed from an extremely hierarchical understanding towards the ‚foreign‘ of other continents to a conception of equality that even aimed at hybridization and creolization of cultures.“ (ibid., p. 7)

Engagement with the own

At the same time, engagement with the foreign can include engagement „with one’s own, with one’s own needs and circumstances“ (Maschke 1996, p. 9). According to Maschke, above all, being able and willing to learn from other cultures can be seen as a positive expansion of one’s own horizons, through which „one’s own personal and social patterns of order“ (ibid.) can be reflected upon. „One searches for alternative possibilities of culture, i.e. for other world concepts, values, attitudes or for other social forms of behavior, relationships and organization. Often the foreign thereby experiences a revaluation and gains role model character.“ (ibid.)

Linguistics

In linguistics, the term exoticism refers to the borrowing of a word. This borrowed word stands in the donor language for „things and habits“ (Schmöe 2016, p. 192) that are typical for this culture and „are not part of the cultural tradition in the taker language“ (ibid.). When using these exoticisms, the connection to the characteristic thing of the culture of origin is crucial. Examples include the Malay word sarong, which means hip skirt in German, as well as the Russian word balalaika or the English cowboy (ibid.).

As soon as the foreign thing or habit is incorporated into the language system of the taker language, the term exoticism is no longer appropriate. An example of this is the Finnish word sauna in German. (Cf. ibid.)

Literature

Schmöe, Friederike (2016): Exotism. In: Helmut Glück u. Michael Rödel (eds.): Metzler Lexikon Sprache, 5th ed. Stuttgart: J. B. Metzler, p. 192.

Kuske, Silvia u. Astrid Czerny (1999): Orientalism/ Exoticism. In: Christoph Auffarth, Jutta Bernard, Hubert Mohr et. al. (eds.): Metzler Lexikon Religion. Stuttgart: J. B. Metzler, pp. 616 – 619. Electronic resource available at: https://doi.org/10.1007/978-3-476-03703-9_197.

Maschke, Annegret (1996): Exoticism or Intercultural Learning. Ethnological perspectives on New Age and psychotherapy. Ed. by International Institute for Comparative Cultural Therapy Research. Berlin: VWB Verlag für Wissenschaft und Bildung. (= Research reports on transcultural medicine and psychotherapy, vol. 3).

von Beyme, Klaus (2008): The fascination of the exotic. Exoticism, racism, and sexism in art. Munich: Wilhelm Fink.