The paper considers the necessity to reflect more closely upon the contradictions within discourses of modernism / modernity. Such discourses are often embedded in the discussions on the issue of globalisation, marked by the 'silent' premises of euro centrism present within the logic of cultural transmission from the centre to the periphery. Such theoretical framework must be considered inadequate and scanty in the light of contemporary world culture. Any attempt to effectively analyse the tensions, ambiguities and disjunctions of globalisation and modernity shall take into consideration the processes of production and reproduction of the multiple and various modernities. These were adequately described by Arjun Appadurai, Nestor Garcia Canclini or Jose Maria Barbero. Closer took upon in congruencies and ruptures accompanying the emergence of such vernacular modernisms across the world brings the idea of modernisation as hybridisation.