Ma. Rosas introduces a revision of the anthropological discussion regarding globalization concepts and system-world. She includes authors such as Sahlins, Harris, Hannerz, Bonfil, García Canclini, Arizpe and Ortiz who have been interested in this conflict and who have pointed out that anthropological analysis is basically aimed to investigate a supposed cultural homogenization produced by globalization, to show new ways of hegemony construction, to repercussions of contents and direction of cultural flows as well as to social and identity transformations. This article also revises Stuart Hall statements from the School of Cultural Studies which has become interested in investigating global dimensions of cultural and consuming production. The author emphasizes that it is not enough to research the variety of answers of each group, but it is necessary to re-conceptualize the interaction amongst local cultures and those of wider scale as well as giving ethnographic techniques the capacity to grasp “the globalized local”.