Going global or transcultural?

It is currently assumed that we are going global more and more - in economic matters, through electronic media etc. This process is often understood as being a move towards uniformization (which then is evaluated positively or negatively). I would like to call this line of thinking into question.

We (i. e. most people) are certainly transcending our traditional cultural boundaries more and more, we are becoming transcultural. But this does not necessarily mean that our cultural formation is becoming the same all over the world. On the contrary, the processes of globalization and becoming transcultural imply a great variety of differentiation. Even if everyone uses the same media, it does not follow that she or he is making the same use of these media. And the new media in particular offer considerable opportunities for variation, selection, and specification. Cultural webs woven from the same sources can differ greatly and be quite specific and even individualistic. Therefore, the process we are witnessing is, it seems to me, a process of unification and differentiation at the same time.