To begin with and in answer to Sam de Silva, Pedro Meyer once again gave his opinion on the topic of globalization and advertising. "Each campaign has to be adjusted to the idiosyncrasy of each culture, age group, gender, etc. etc.." Even with regard to the manufacturing of products, it is not true that we are on our way to an era of "one size fits all". The business world is not at all interested in "cover[ing] the planet with the same values all over." ... "So if anything is going to happen over the internet, it is that it will allow for the individualization of consumption to degrees never dreamed off before. And that can not happen if the cultural values are not being catered to at the same time." ... "At ZoneZero we have forums that are both in english and spanish, ... they are separate, and what is interesting to observe is that the content of the spanish section is quite different to the one in english, even though the topics are the same."

Robert Schilder from the Netherlands wrote briefly on Circle 24, a worldwide circle of professional photographers, and agreed with Pedro Meyer's argumentation, giving further examples.

In the context of Coca Cola and other companies, Héctor Zetina asked Meyer: "Why these big companies use the same message for all the world, we ask, if the people and their cultures are so different? ... we are not so different at all..." Even if "segmented advertising" is used, "the way of consumption and ... of exercise the Power will be uniform in the future because the institutions, and the mechanisms for these are similar around the world."

Juan José Díaz Infante, also from Mexico, who worked on "several campaigns in Mexico, the US and Europe as a creative director and bussines consultant", joined in on the discussion on advertising. He believes, "We should not confuse terms like marketing, psychology of the gestalt and advertising." ... "world campaigns has to do with factors of sinergy, gestalt and cost efficiency. Segmentation of the market is different from niche marketing or direct marketing ... that has to do with taking the right message to the right people."

While emphasizing the opinions of some of his predecessors on the subject of advertising, Sam de Silva did not agree with others. He wrote, among other things, "'they' know how to control our behaviour - and that's across all cultures". However different and culturally specific the multinational companies' strategies try to be, in the end we all get the same message "consume this product..." The following suggestion he made might be discussed in the forum: "For the marginalised content producers ... we'd have to develop a segmented advertising strategy - if we were to somehow compete with mass entertainment content..." He polemically brought these and other views on the mainstream to a head and requested feedback.

Leandro Katz' contribution was something like a personal, midway evaluation with which he hoped "to find (and to suggest) the use of a more focused and straightforward language for these discussions". He emphasized: "E-mail and the internet are powerful tools to circulate statements, petitions and denunciations of violations of freedom of expression and of human rights." Among other things, he suggested: "perhaps ... this Forum should concentrate, at least for a moment, in reviewing how artists from different parts of the world are treated not only within the social, political and economic conditions of their own region, but by the national and international cultural institutions and art specialists that try to curate them." Katz gave examples of similar efforts in the USA and other places. "I think that the basic conditions that rule the relations between the artist and the cultural institutions need to be brought up into the open before any productive exchange of ideas can be discussed." He, too, believes that "perhaps another section of this Forum should be dedicated to suggestions about networking and sharing information on different practical subjects. As a good example of a discussion forum, he gives that of one for filmmakers. In conclusion, he suggests publishing the document on the Rights of Artists, mentioned by Francisco Córdoba and presented at the Bologna Art Fair and the UNESCO in Paris.

Francisco Córdoba thought that Aleksandra Ivir could probably get the English version of this document. In view of the 50th anniversary of the Declaration of Human Rights, he asked how one could use artistic activity and the Internet to combat world violence. At the conclusion of his remarks on the benefits he sees for himself in this forum, Francisco, too, spoke for the exchange of practical solutions for specific questions and problems.

Alex Alsan introduced himself and his project "Berlin Sites", an Internet platform for the exchange between Berlinās partner cities.

Anahí Cáceres from Buenos Aires outlined some problems that confront those who encourage the use of new technology in the cultural arena of a country like Argentinia. She described her project "Arteuna", begun in 1996, and stressed the Internetās positive potential that must be actively used.

Joana Breidenbach, an anthropologist and writer living in Berlin, brought her thoughts on global culture into the debate. She felt that one ought use this term carefully. "Certain goods, services, institutions and ideas are globalized ... [but] this doesn't necessarily mean that we are all being homogenised and that cultural differences are being wiped out. People all over the world incorporate global influences in the most diverse ways." ... "I believe that we are witnessing the emergence of a global culture, understood as a new worldwide reference-system." ... "We are not all becoming the same, but we are increasingly articulating our differences in a way which is understood by people from other cultures." Joana described the connection between nation-state structures and cultural differences. She, too, advocates the view that "the globalization of the concept 'culture' has sparked a whole new identity-boom and power-instrument for minorities." ... "I see more and more evidence that non-western societies ... challenge the old hegemonic structures and contribute to the globally valid terms of reference."

Pedro Meyer, Anjali Arora and Britta Erickson enthusiastically agreed in part with Joana and complemented her remarks with experiences and views of their own. However, Hans Braumüller criticized her view on a supposed identification with "national culture" in Belize.

Joana Breidenbach answered this in the week's last contribution in which she specified and differentiated her statements in this connection. Among other things, it dealt with the cultural effects of tourism. In continuation of her previous posting she also wrote: "I think we have to realize, that most people nowerdays want to be a part of the global scene and not be treated as an endagered fossil. The real challenge lies in the way we can work towards a more equal exchange." She briefly described two important ways she sees concerning this: "1. a more just economic stystem; 2. the strengthening of ... a 'global consciousness'". In conclusion, she named some sources in the study of Coca Cola's spread and appropriation in various regions of the world.