The things we call cultures are dynamic, internally diverse, and their interpretation is internally contested among its members. Cultures are like ongoing conversations with many voices, often telling stories about who "we" are.
We know that global capitalism, and the commercially driven culture that comes with it, can be a powerful solvent, but many of us who benefit from it economically can regret the effect it has on our own lives as well as on the lives of others, and we should not view ourselves as helpless in the face of an irresistible force, especially since we may very well be complicit. We should be prepared to help others or to leave them be to sustain their cultures if we judge that they are of intrinsic value or of value to their members.
Both sameness and difference are issues for us. A sign of cultural homogenization is that languages are disappearing at an alarming rate. I am heartened by signs that some peoples are fighting back, e.g., the revitalization of the language of the Wampanoag tribe in Massachusetts. But if we reject essentialism about culture, we will be cautious about overgeneralizing about what homogenization is and to what degree it exists. If we think of cultures as dynamic, internally diverse and contested, we will be aware that what looks like homogenization may be deeper down this more complicated thing.
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