Europeanization is part of globalization and in this context the European Union is propelled by wider forces of technological, economic, financial and political change. Cultural identity is discussed against this backdrop. If presently there is a surfeit of national and ethnic identity talk, evoked from parochial perspectives, there is a deficit of European identity and reflexivity in terms of politics, political economy and the social capitalism which Rhineland Europe used to represent. An open, casual definition of European identity may be (...) appropriate on historical grounds, in view of the multicultural antecedents of European cultures; on theoretical grounds, considering that culture is open‐ended; on political grounds, in view of postnationalist definitions of citizenship. It may be welcome medicine for Eurochauvinism. It may also be pragmatic in relation to ongoing technological and economic changes. With a view to narrowing the split between disciplines and sensibilities it would be important to integrate cultural, political and economic analyses and to arrive at a forward‐looking combination of agendas. (shrink)