Milla Mineva is an assistant professor at Sofia University, Department of Sociology. Her research interests are in the fields of sociology of popular culture and media studies. She is also a program director at the Centre for Liberal Strategies, a leading Bulgarian think tank devoted to a better understanding of political processes in the country and supporting public policies toward the deepening of democracy in Bulgaria. Currently, she is visiting fellow at Institute for Human Sciences, Vienna, and her research project is focused on the local interpretations of American culture wars aiming to analyze the process of globalization as a simultaneous process of constructing localities and differences.