Contrasting rhetorics/contrasting cultures: Why contrastive rhetoric needs a better conceptualization of culture

This paper deals with an underdeveloped notion in the EAP sub-discipline of contrastive rhetoric: culture. It argues that a better conceptualization of contrastive rhetoric needs to include a better conceptualization of culture. After engaging with the complex question "What is culture?" the paper moves on to consider four sets of current issues regarding the concept of culture: (1) received culture versus postmodern culture versus cultural studies culture; (2) culture as product versus culture as process; (3) culture in the head versus culture in the world; and (4) big culture versus small culture. The paper then ends with a call for greater attention to the culture concept in contrastive rhetoric studies.