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In this project I explore cultural identity negotiations within Norwegian globalized consumer culture. I address, in complicated and nuanced ways, globalizations impact on local cultures and identities. My analysis shows that globalization is creating cultural tensions (arguably threatening cultural identity), but also, ironically, fomenting culture and cultural identity. While globalizing forces challenge the local, they arguably also prompt the local (identity) in response; and expose paradoxes and tensions that defy monolithic thinking about local identity.