Abstract
For the past decades, globalization has represented the center of each and every interest from the populations, the firms, the states and the international organizations. It has invaded every aspect of our lives in a way or so, from the way we dress to the things we buy and the leisure we have. What we call globalization is the extraordinary acceleration of trade in the past decades, all over the world: trade of products, services, capitals, but also the circulation of people. In many ways, globalization has changed behaviors and ways of thinking. It started with firms, which entered first in the era of mass consumerism. And then populations followed, largely influenced by the way firms were encouraging them to do so. To be precise, I am talking about how firms drove consumers to buy more and more products and orientated their choices so that needs and desires were starting to look more and more alike. This process has largely spread to each and every aspect of the economy, making everything that could have a price an economical product, to which we could apply the rules of market. This is true for tobacco, perfume and sponges, as well as for music, and cultural "products" in general.
