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65. Although global homogeneity in a broader sense may not be as inexorable as the speaker here suggests, I agree that multinational corporations are indeed creating global sameness in consumer preferences. This homogeneity is manifested in two concurrent megatrends: the embracing of American popular culture throughout the world, and a synthesis of cultures, as reflected in consumer preferences. The first trend is toward Americanization of popular culture throughout the world. In food and fashion, once a nations denizens fall into the Gap or get a taste of a Coke or Big Mac, their preferences are forever Westernized. The ubiquitous Nike swoosh, which nearly every soccer player in the world will soon don, epitomizes this phenomenon. In media, the cultural agendas of giants such as Time-Warner now drive the worlds entertainment preferences. The Rolling Stones and the stars of Americas prime-time television shows are revered among young people worldwide, while Mozarts music, Shakespeares prose, and Ghandis ideology are largely ignored. A second megatrend is toward a synthesis of cultures into a homogenous stew. The popularity of world music and of the New Age health care and leisure-time | 
