"Nineteenth-century cosmopolitanism (rather than imperialism) framed another discourse on global culture and cultural consumption. Johann W. Von Goethe’s (1749–1832) discussion in the late 1820s on Weltliteratur or ‘world literature’(reproduced in this volume) 10 has become an important point of reference in many discussions of ‘world’ or ‘global culture’. His brief comments on world literature draw attention to the substantial literary and cultural interchanges already taking place in Europe at the beginning of the nineteenth century. These include translations of significant works, including Goethe’s own writings, into major European languages, and the existence of journals across the continent devoted to reviewing foreign works of literature. For Goethe, these literary exchanges do not bring about a homogenization of culture – a consistent worry whenever ‘culture’and the ‘global’ are placed in relation to one another. On the contrary, for him, Weltliteratur promises to create greater opportunities for mutual understanding and tolerance, with both spiritual and material benefits for all. Goethe points, ,to the importance of cultural borrowing and interchange to the vitality of cultural life – a point stressed by many theorists of globalization and culture today. The differences, however, are stark. The world literature that Goethe envisions remained tied to a system of nations, each of which expressed its specific national characteristics through its literature. He also expresses anxiety about the emergenceof a mass culture – the culture of the ‘crowd’ – which must be contained by the activity of ‘serious’ and ‘intellectual’ individuals around the world. In the concept of Weltliteratur are framed many of the problems and challenges in conceptualizing global culture: the role of national culture and its relationship to a universal, ‘world’ Introduction xiii Intro-Vol-3 culture; the status of elite versus mass cultures; and even the relationship of culture to economic and social institutions and structures."