Identity: Beyond Tradition and McWorld Neoliberalism refashions the frameworks of discussion of who we are. In the Introduction, co-editors Brian Michael Goss and Christopher Chavez's grand tour re-works previous concepts of identity in prelude to the volume's global reach. The first section examines the intersection of identity and mass media; to wit, non-ascriptive ideological interpolation in a right-wing British broadsheet (Goss), the rise of beur cinema as an organically European movement (Arne Saeys), and linguistic construction of foreigners in a Thai novel (Sompatu Vungthong). The second section orients to the nation and trans-nation. The discussion traverses the Global Latino in advertising discourse (Chavez), the (practical, theoretical) conundrums inscribed in the European Union (Francisco Seoane Perez), retorts to the global construction of Italianicity (Paul Venzo), implications of Spain's World Cup triumph in 2010 for the nation's unity (Mateo Szlapek-Sewillo), and activism of expatriate Iranian bloggers (Pardis Shafafi). The third section of the book addresses social approaches to identity. Matchmakers who coach Israeli daters (Ya'arit Bokek-Cohen) and linguistic analysis of female teen conflict on Facebook (Antonio Garcia Gomez) conclude the trajectory through global sites at which identity is animated in practice, within a volume of scholarly originality grounded in right now.