This paper reviews some of the issues in the new literacy studies and the questions, from an anthropological perspective, of self, person, and identity that affect literacy practices. It is suggested that in discussing literacy, it is better to start from a cultural viewpoint rather than an educational one. The traditional autonomous model of literacy is critiqued, particularly the "we" of western cultures giving literacy to "them" in the developing world. The complexity of the relationship between literacy and culture is also addressed. The notion of personhood in different cultures is further discussed, and some ethnographic examples are reported. Implications for education and pedagogy are considered. Contains approximately 70 references. (Adjunct ERIC Clearinghouse on Literacy Education) (LB)