ABSTRACT
To say that postmodern societies are multicultural is a commonplace statement, which however does make the issue easier neither to understand nor to manage. Despite many efforts undertaken by various institutions on local, national, and international or even global levels, a boutique version of multiculturalism (Fish 1999) still prevails today and results in its being made equal to a fashionable policy or a catchy slogan. It is typically experienced in its most outer layer, and visual changes such as, e.g., the ubiquitous presence of McDonalds, Heinz, Microsoft, Ford, Nike, and other global brands; real and virtual human mobility; intensity as well as differentiation of interpersonal contacts and their subsequent socio-cultural aspects, ow and exchange of information across borders in real time due to news channels providing information 24 hours, interpersonal communication with an immediate effect via the Internet, e-mail, and social network sites, etc. Also everyday life banal activities, such as shopping and eating, have become a multicultural experience as they consist of buying products made in another country, trying imported foodstuffs, or shopping in a foreign owned store.
