In this masterly, state of the art work, Ulf Hannerz maps the contemporary social world of anthropologists and its relation to the wider world in which they carry out their work. Raising fundamental questions such as 'What is anthropology really about?', 'How does the public understand, or misunderstand, anthropology?' and 'What and where do anthropologists study now, and for whom do they write?' Hannerz invites anthropologists to think again about where their discipline is going. Full of insights and practical advice from Hannerz's long experience at the top of the discipline, this book is essential for all anthropologists who want their craft to survive and develop in a volatile world, and contribute to new understandings of its ever-changing diversity and interconnections.