This book reconciles the concept of free trade with a key non-trade social value - cultural diversity - in an era of economic globalization. It first shows how we can look at culture in many different ways and explains why we should care about cultural diversity. The book then examines the challenges that policymakers are faced with in formulating cultural measures in the new media environment and analyzes UNESCO's theories and approaches to cultural diversity. This is followed by a comprehensive examination of the treatment of 'culture' in global and regional trade agreements, including the...