Global culture is increasingly understood as not only the spread of ideas, meanings, and values across world space but also as the transmission of creativity or the phenomenon whereby something novel and helpful is created or designed such as innovative notions, inventive artworks, and enterprising solutions to longstanding managerial problems. The concept of global culture arose in the 1990s within the wider dialogue concerning economic, political, and technological globalization. Global culture combines such diverse subjects as: consumption; publishing on the Internet; popular culture; multimedia videogames; international travel; interactive cultural circulation; individualization; and spatially extended cultural relations beyond national borders such as entertainment, design, advertising, and art. Global culture is usually typified by the creative expansion of cultural and material relations, the creation of shared and contested standards and forms of knowledge, individual and collective identities, and rising interconnectedness among different peoples.

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