The American Gods Wikia site claims that Mr World is a personification of globalisation. That definitely seems to be true in the TV series (see the creepiest rant ever made about salsa), but in the novel he seems a much more mysterious figure, IIRC never even seen "on stage" until near the very end, when
it's revealed that he's actually Loki (aka Low-Key), and only "leading" the New Gods as part of a massive two-man con with Wednesday/Odin.
In the book, does Mr World represent/symbolise something specific among the New Gods? The "fat kid" (called Technical Boy in the TV series) is clearly a god of technical stuff like computers, while Media ... well, the name says it all. Can Mr World as a god of globalisation be read from the novel? Or could he be a god of "everything", the whole world, enabling him to claim that role of leadership? Or something else?