This article advances some considerations on the current production of hegemonic effects, starting with some problems posed by the work of one of the most influential writers in cultural studies – the American Palestinian critic Edward Said. Said's commentary on the coverage of Islam in the US media in the late 1970s allows for some challenging considerations on how hegemonic strategies directed at the formation of publics and public opinion are increasingly integrated within a global noopolitics of communication whose understanding (...) of the public is not derived from the notion of civil society but from the biopolitical element of the population – and the bio-racist segmentation that constitutes it. As outlined in Michel Foucault's analysis of liberal and neoliberal governmentality, such understanding of the public locates the latter straight within a new dispositif of power which is biopolitical and noopolitical at the same time, that is, which addresses itself at the same time to the biological, economic and spiritual life of the population. Such understanding involves a reconsideration of the constitution of publics and public opinion in times of netwars and information warfare as both subjects and objects of power/knowledge. In as much as such noopolitics affects what Maurizio Lazzarato calls a second bios, the life of the brain, it has the potential to give expression to the virtual power of immaterial events of subjectification which materialize in the bodies which actualize them and the possible, shared worlds that they are capable of producing. (shrink)

This introduction surveys a number of problems for contemporary cultural theory, which arise from the transformations in culture that have been produced by developments ranging from the globalization of third wave capitalism to the emergence of tele-technologies. It summarizes arguments presented by Lash, Thoburn, Johnson, Terranova and Venn, as well as a number of reflections on the state of cultural studies outside Euro-America, to present alternative genealogies of cultural studies and open up new sites for theoretical elaboration.