“The world is moving toward a uniform material culture, dominated by mostly material American influences: technological innovations, fashion, Hollywood and the celebrity culture it promotes, hip-hop, and rock ‘n’ roll. But the pervasiveness of the trappings of American culture obscures the central cultural paradox that lies within the globalization process: Although people around the world may wear, eat, and listen to American products, they continue to maintain their deeply ingrained values, beliefs, and underlying assumptions.”