By Daniel Johnson. Published 2000. ISBN 9780718716097
There appears to be no technological limits to globalisation. There is unhindered competition in the marketplace and consumers can order goods from anywhere in the world. The West has, in many ways, reached most corners of the earth, but Johnson looks beyond the economics of this revolution to the cultural effect and asks whether this too is unlimited. He argues that globalisation can only go so far and that we must learn to accept the limits of our nature. Ultimately cultural differences will survive the homogenous effects of computers and the media.