My View of the West: An Imagined Community Par Excellence

Jukka Jouhki

I got interested in the concept of the West while conducting anthropological fieldwork on the relationship between expatriate Europeans and local Tamil villagers in South India almost two deades ago. First, I was interested in Orientalism in the European views of India, but at some point I noticed how exotic ‘the West’ was to the local Tamil people (read my dissertation here), so I got interested in Occidentalism as well.

After my doctoral dissertation (2006), I have conducted anthropological research in several countries such as China, India, South Korea, Spain, The Gambia, and Finland, and while talking to people I have come across various kinds of conceptualizations of Western society – even if it hadn’t always been the purpose of my research. When I realized that social scientists had rarely concentrated on and problematized the concept of Western culture or Western society, I thought that the rare scholars who had, should organize. Hence, The West Network was founded by me and my colleague Dr. Henna-Riikka Pennanen who had similar interests.


Theoretically, I am nowadays interested in what I call banal Occidentalism (see e.g. this article), a combination – or extension – of Michael Billig’s banal nationalism and Edward Said’s Orientalism. I am particularly interested in how ‘the West,’ ‘Western society,’ ‘Western people’ etc. are utilized to connote a unified Western whole, and the kind of instances where ‘the West’ is evoked as a rhetorical tool. In addition to banal nationalism, I am interested in the Occidentalisms of people who do not identify as Western.

The author is a Senior Lecturer of Anthropology and Docent of Ethnology in University of Jyväskylä, Finland. In addition to the West, his research interests include Finnish expats (in Spain and India), child marriage in The Gambia, and social robots – to name a few ongoing projects. Dr. Jouhki is also the Editor-in-Chief of Human Technology journal.

My View of the West is a series of short posts by members of The West Network about their research or perspectives of ‘the West’.