The globalization of ego and alter: An essay in cultural semiotics

Abstract

Globalization, as it is known to the common man (as opposed to ‘global semiotics’, which is not my concern here) is certainly a meeting of cultures, and as such it is comparable to a number of other enterprises of human history, from imperialism to charter trips. Unlike the latter, however, is undoubtedly first and foremost a stereotype — or, to express it in terms of cultural semiotics, it is a model the members of a culture make of other cultures as it relates to their own. Thus it is, in a sense, an expression of ‘false consciousness’ — but is does mean something, only not that which it seems.

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