CULTURAL INTELLIGENCE: The New Skillset for a Changing World
In an era where artificial intelligence can write poems, essays and our world is increasingly shaped by digital connections, one big question remains: what truly keeps us grounded? As identities change, attention spans shorten and uncertainty grows, the answer may not lie in more technology but in deeper understanding. This is where Cultural Studies steps in. It is a subject that helps us explore not just the world around us, but also the values, stories and symbols that shape who we are. Once seen as a small academic field, Cultural Studies is now gaining importance as a way to understand politics, media, gender, language and society itself. It doesn’t just explain where we come from but it helps young minds imagine where we can go.
Swami Vivekananda once said, “It is culture that opens the finest avenues to the highest realities.” This thought captures why Cultural Studies matters so deeply today, not just to expand skills, but to elevate spirit and insight. At its heart, Cultural Studies teaches us to look closer. It helps us see which voices are heard, which are missing and how stories shape our beliefs. In a diverse country like India, it gives students the tools to understand difference, ask meaningful questions and grow with empathy and confidence. More than just a subject, it’s a way to think deeply, lead wisely and live with awareness in today’s changing world.
Why Culture and Why Now?
We are living in a world of paradoxes. We are more connected than ever, yet often feel culturally disconnected. While our economies grow rapidly, our connection to history and heritage seems to fade. We hear many voices, but sometimes, there is little real understanding. In such times, Cultural Studies brings clarity, not only about traditions and civilizations, but also about the systems, values and invisible forces that shape our lives. This field explores everyday experiences: from cinema and festivals to social media, from language and identity to rituals and resistance. It encourages students to ask meaningful, often challenging questions such as: why are some stories told more often while others are left out? How does popular culture shape public opinion and politics? What can language reveal about power and inequality? Mahatma Gandhi once said, “A nation’s culture resides in the hearts and in the soul of its people.” Cultural Studies helps young people not only understand that soul but also recognize when it is under threat or needs reinterpretation.
A Subject in Step with NEP’s Vision
The National Education Policy (NEP) 2020 envisions a 21st-century education system grounded in Indian knowledge systems, regional languages and critical thinking. Cultural Studies fits seamlessly into this framework. It brings together history, media, literature, philosophy, anthropology and sociology, offering students both context and critical consciousness. Tagore once wrote, “The highest education is that which does not merely give us information but makes our life in harmony with all existence.” Cultural Studies nurtures that harmony between tradition and transformation, between the self and the society.
In today’s dynamic world of work, employers are increasingly looking for people who can think critically, adapt to change, engage with diversity and tell powerful stories. Cultural Studies helps develop all of these skills. It encourages students to see connections between past and present, between personal experience and public life and between local identities and global forces. Prof. G. N. Devy, renowned Indian cultural activist, literary critic and former professor of English, strongly advocates for an education system rooted in India’s diverse linguistic and cultural traditions. As the founder of the People’s Linguistic Survey of India, he emphasizes that “the future of Indian education lies in respecting local knowledge and cultural plurality.” In this context, Cultural Studies emerges not merely as an academic subject, but as a vital bridge between the aspirations of the National Education Policy (NEP) and the lived realities of India’s grassroots communities.
Several leading higher education institutions in India have already embedded Cultural Studies into their academic frameworks. These programs integrate classroom learning with fieldwork, internships and community engagement, aligning closely with the multidisciplinary and socially rooted vision outlined in the NEP 2020. By encouraging critical thinking, practical exposure and cultural awareness, these initiatives are helping students connect knowledge with real-world relevance.
From my own experience, it’s clear that culture plays a vital role in shaping how communities think and live. That’s why Cultural Studies should be given more space in university curricula across India. In many parts of the country, culture isn’t just something to observe but a part of daily life, full of meaning, expression and even disagreement. In such settings, Cultural Studies can offer valuable tools for building understanding, compassion, social harmony and inclusive progress. Introducing Cultural Studies as a full-fledged discipline can equip students with the tools to think critically, engage empathetically and contribute meaningfully to inclusive development and social cohesion. It encourages deeper reflection on the narratives that shape us and helps build a more connected, culturally aware generation.
Careers that Matter
Many people think Cultural Studies is not useful in real life but that’s not true. In fact, students from this field are now making a real difference in areas like diplomacy, development, media, branding, policymaking and preserving heritage. For example, Anjali Monteiro and K. P. Jayasankar, media scholars at TISS, have created award-winning documentaries rooted in cultural resistance and social justice; Ruchira Kamboj, India’s former Ambassador to UNESCO, played a pivotal role in securing global recognition for Indian heritage, facilitating the inscription of Ahmedabad as a World Heritage City and Yoga as an Intangible Cultural Heritage of Humanity. Abhay K., an IFS officer and celebrated poet-diplomat, uses Indian literary traditions to promote cultural diplomacy worldwide; and Baisali Mohanty, a UN officer and classical Odissi dancer, has turned Indian performing arts into a powerful diplomatic tool. These inspiring stories show that Cultural Studies doesn’t just teach theory but prepares young people to lead, connect and make an impact in today’s world.
We don’t just need engineers of machines but we need engineers of meaning. Culture is the code humanity runs on. Today, even in private sectors like advertising, product design and corporate communications, cultural insight is no longer a soft skill, it is a competitive edge. Companies increasingly seek professionals who can connect with diverse audiences, understand social trends, and tell meaningful stories. As Dr. S. Radhakrishnan once said, “The aim of education is not only to acquire knowledge, but also to develop culture and character.” Cultural Studies helps fulfil this aim, not just by building informed minds, but by nurturing empathetic leaders, thoughtful communicators and responsible citizens.
Across the world, nations are leveraging culture for influence. From South Korea’s K-pop diplomacy to Japan’s Zen aesthetics. Culture has become an instrument of engagement, diplomacy and economic strategy. India, with its unmatched diversity of languages, crafts, philosophies and festivals, holds vast untapped potential. Yet, as Nobel Laureate Amartya Sen puts it, “Culture does not make people. People make culture.” To shape our cultural narratives globally, we need professionals who understand both tradition and transformation. Cultural Studies, in this context, is not only education but it is leadership training. It prepares a generation to interpret identity, resolve tensions, build bridges and tell the story to the world with clarity, pride and nuance.
Culture is Not a Luxury but a Strategy
As India moves into its Amrit Kaal, ready to lead not only in innovation and infrastructure but also in ideas and imagination, we must give due importance to disciplines that shape identity, empathy and vision. Cultural Studies is one such discipline, quiet in its presence but transformative in its potential. It offers a rare educational opportunity: to preserve the wisdom of the past, decode the complexities of the present, and influence the narrative of the future. This is not a “soft” subject, it is a smart, strategic investment in the intellectual and emotional capital of our youth.
In a world obsessed with speed and disruption, Cultural Studies cultivates discernment. In a world saturated with noise, it brings clarity and meaning. And in an age ruled by images and impressions, it teaches us how to read between the lines, to interpret, reflect and respond. If we truly believe in the promise of Atmanirbhar Bharat, then we must also build an Atmanirbhar mind, the mind that understands its roots, owns its story and leads with cultural confidence. Cultural Studies, steadily and powerfully, enables this evolution, not just for individuals, but for the nation.
Dr. Shahid Ali Khan is an academician, researcher and presently serves as the Cultural Officer at the University of Kashmir.
