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Alien-Own/Own-Alien: Globalization and Cultural Difference

There is a general concern that globalization will impose homogenized, cosmopolitan cultural patterns built on Eurocentric foundations, which inevitably flatten, reify, and manipulate cultural differences. This fear has serious grounds. There is no doubt that the transnational expansion of our age requires languages, institutions, and international functions in order to make possible communication on a global scale. Globalization is possible only in a world that has been previously reorganized by colonialism. What is feared most is a planetary radicalization toward a homogenized international culture, launched from the United States. Standing out is the powerful diffusion of North American pop culture, whose inventiveness, dynamism, and networks of circulation and marketing have spread its influence throughout the world. Already at the end of the thirties, Clement Greenberg was saying that kitsch was the first universal culture.1 The consolidation of English as the language of international com-