Identity politics includes the assertion of difference from ‘the West’, and the defenses against cultural invasions and ‘pollution’ by Western styles. The insistent emphasis on this theme is accompanied by its flagrant but largely unacknowledged subversion in everyday activity and styles, from dress, to food to music and entertainment, to media consumptions, to public spaces and general consumption patterns. While McDonald’s is boycotted because it is American, native fast food chains emerge which are direct imitations; the boycott of Coca Cola spawns Mecca Cola.