Open Access

Doris Bachmann-Medick

• '[C]ulture as text' initially proved to be a pivotal bridging metaphor between cultural anthropology and literary studies. Following an admittedly ambivalent career path, the concept of 'culture as text' has nevertheless continued to rise and has become an over-determined general principle, an emphatic key metaphor, even an overall "programmatic motto for the study of culture" […]. At first, this concept was still closely connected to ethnographic research and to the semiotic framework of interpretive cultural anthropology. However, since the end of the 1990s it has been utilised to encompass a much broader interdisciplinary horizon for the study of culture. 'Culture as text' advanced from being a conceptual metaphor for the condensation of cultural meanings to a rather free-floating formula frequently referred to in analyses within disciplines involved in the study of culture. Surprisingly, 'culture as text' has remained a consistent key phrase throughout the discourses concerned with the study of culture—even after the culture debate had long since turned away from the holistic understanding of culture implied by the formula.