Just Like Us? Not Likely

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 and 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. As such, it is important for the Americans to acquire, develop, and master international cultural fluency if they want to sell their products to the world. This article discusses how the U.S. and its citizens can master international cultural fluency in order to prepare them for the challenges of globalization.