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Cultural diversity and cultural identity in globalization
In the process of globalization winners are the countries with highly developed mass media as complex systems which are able to broadcast and receive diverse information which are used as basic development resource. On the other side are the developing countries which suffer their impact. Their characteristic is the small capacity to adapt to innovations that came from outside and that is why their cultural identity is called into question. Mass media are not only instruments for spreading popular culture and industries, but at the same time, their use enables cultural hegemony. Mass media, society, local culture, and media content are closely related. By exhibiting TV shows, movies, dramas etc. media will reflect values specific to local culture. So, we can talk about displaying commerciality as feature of American culture, Japanese aesthetic values, French tendency to philosophize... One of the main functions of mass media is to transfer cultural inheritance, information about the past, values of a given society, and to furnish cultural directive for life, action, and behavior. Despite the globalization of the economy, and the emergence of international political institutions, global dissemination of culture (mass media, education, modernization, urbanization, the spread of literacy) from the late 20th century has strengthened national identities. Modern nationalism is less focused on defending the country and more inclined to defend the established cultural identity. The identities represent the defense against unpredictability, disorder, and changes of globalization. In the last three decades there is strong trend to resisting globalization and cosmopolitanism as a form of defense of cultural identity. “God, nations, families and communities will ensure eternal figures that cannot be broken down and around which society will develop a counter-culture of real virtuality”. Castells considers that individuals carry with them the eternal truth, the values that cannot be virtualized or destroyed. As the globalization process strengthens the coming of cultural integrity and identity problems are more prevalent. Dominant monoculture stands against local, national and traditional cultures with the progressive disintegration of traditional culture value patterns.
(Available: www.wseas.us/e-library/conferences/2013. Adapted.)
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