The argument that geography is dead, or least less relevant today, put forward by some hyperglobalist economists and other non-geographers may be characterized as follows. Time-space compression renders distance unimportant. Locality has less meaning, since we live in a 'global village'. Difference is declining and culture homogenizing. Thus, for example, under this argument tncs are completely 'footloose' and spread identical products across the planet. In the cultural sphere, global brands such as nike or madonna or the bbc send out identical messages which are interpreted in the same way across world society. This idea sees globalization as deterministic and inevitable,subject to its own inexorable logic territories are made less salient by the transcendence of process across and above them.