ABSTRACT
As the globe shrinks due to multinationalization, world tourism, world sports, and increasingly instantaneous world communication and transportation, there is a threat that cultures will be absorbed into a global commercial culture. This analysis argues that the result is not so much a homogenization and obliteration of cultures marching under the banner of multinational brands, as it is the creation of a sterilized, sanitized, and trivialized version of consumer life as spectacle. This article concludes by noting some possibilities for resisting these trends. [Article copies available from The Haworth Document Delivery Service: 1-800-342-9678.]
