This essay, deals with the problematics that globalization poses for critical communication scholarship. Globalization challenges our understanding of culture and identity in ways that both open up new directions for communication scholarship and invite a rethinking of current ones. First, we discuss how difference is unsettled and re/staged in the context of globalization. Second, we address how uneven patterns of global processes are enacted through cultural practices produced by the transnational flows of images and capital. This essay explores several areas of contemporary global growth with the overall objective of demonstrating the urgency of rethinking the study of culture in critical communication studies.