Modern humans have created many thousands of distinct cultures
-Does globalization mean we will become one culture?
Mark Pagel
About the author
Mark Pagel is a Fellow of the Royal Society, Professor of Evolutionary Biology at Reading University and External Professor at the Santa Fe Institute. His latest book is Wired for Culture: Origins of the Human Social Mind/The Natural History of Human Cooperation.
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Modern humans have created many thousands of distinct cultures. So what will it mean if globalization turns us into one giant, homogenous world culture?
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Stroll into your local Starbucks and you will find yourself part of a cultural experiment on a scale never seen before on this planet. In less than half a century, the coffee chain has grown from a single outlet in Seattle to nearly 20,000 shops in around 60 countries. Each year, its near identical stores serve cups of near identical coffee in near identical cups to hundreds of thousands of people. For the first time in history, your morning cappuccino is the same no matter whether you are sipping it in Tokyo, New York, Bangkok or Buenos Aires.
Of course, it is not just Starbucks. Select any global brand from Coca Cola to Facebook and the chances are you will see or feel their presence in most countries around the world. It is easy to see this homogenization in terms of loss of diversity, identity or the westernization of society. But, the rapid pace