Embeddedness through Utilitarianism: An Example of Cultural Identification of Post-85s in Alberta

Abstract

This research study utilizes the theoretical perspective of critical inquiry, and employs multi-disciplinary methodologies within a critical bricolage, to contextualize Christotainment in Alberta, Canada, analyze its nature, and the reasons for its acceptance by Chinese Post-85s (people who were born between 1985 and 1990 in China), and examine its effects. The compound word of Christotainment refers to the merging of “Christ” and “entertainment”, indicating the socio-political and socio-cultural marketing of Christian fundamentalism. The findings are as follows: a) Christotainment to Chinese Post-85s in Alberta represents a power of cultural embeddedness; b) The motivations for the involvement of Chinese Post-85s in Alberta in Christotainment are both external and internal due to the utilitarian characteristics of their cultural identification; c) The embedding effect of Christotainment on Chinese Post-85s in Alberta imposes upon the Chinese a Western cultural hegemony characterized by its ostensibly profiteering purpose. At the same time, bricolage as methodology opened possibilities for alternative understanding as the study unfolded and the author wrote about struggles, confusion, emotions, and her personal achievement, as well as that of the interviewees during the four-and-a-half-years of exploration. The study is constantly in progress with the pace of the constantly shifting values and cultural identity of the special group of Chinese Post-85s in Alberta.