Just Like Us? Not Likely - by LUIS MARTÍNEZ-FERNÁNDEZ
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. They may embrace the material products of modernity, but they cling tenaciously to their underlying cultural cores — which remain vibrant and resiliently distinct.
The assumption among Americans that people from other cultures are becoming "just like us" simply because they use the same products or wear the same clothes is leading to many cultural misunderstandings. Almost everyone knows that saying "Can you please pass the jelly?" (instead of "jam") while having tea in London may lead to faintings among one's table mates. But are we aware that if we are invited to dinner in an Arab home and bring food or a bottle of wine, it will be offensive — not only because Islam condemns the consumption of alcoholic beverages, but also because the gift implies that the hosts cannot afford to provide the meal? Or that while direct and assertive conversations are generally used while conducting business in the United States, that style is deemed inappropriate and rude by Japanese businessmen? Or that Hispanic people are less likely to say no to an invitation, because refusing it — regardless of whether or not they plan to attend — would be discourteous?
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