The Sociological and Anthropological Study of Globalization and Localization

This article sketches the development of the topic of globalization and localization within sociology and anthropology during the last 20 years and summarizes research findings. Subsequently, a number of topics for further enquiry are outlined. It is argued that the mapping of global cultural flows is still at an impressionistic stage and will be supplemented by systematic procedures. This will lead - as the contributors to this publication show - to a more differentiated assessment of global cultural homogenization. The article tackles the problems of cultural convergence, non-western globalization and alternative modernities. Cultural exchanges that circumvent `the West' have not yet received sufficient attention. A cross-culturally valid notion of modernity may help in conceptualization. Finally, the question whether humanity is gaining or losing in the globalization process calls for further investigation.