GLOBALIZATION IMPACT ON NATIONAL CULTURE

Elena Slepneva¹, Venera Bogdanova², Leysan Fatkhullina^3
1PHD, Kazan National Research Technological University, Russian Federation, elenaslep@mail.ru
²PHD, Kazan National Research Technological University, Russian Federation,
bogdanova@mail.ru
³PHD, Kazan National Research Technological University, Russian Federation,
foxredfox@rambler.ru

Abstract

Globalization contributes to the process of hybridization culture. This process stems from the rapid development of information and communication technologies in recent years, vehicles that facilitate interaction between millions of people who come from completely different cultures, thereby blurring the boundaries of ethnic differences and propagating the universal values and the products of mass culture. These processes translate into a homogeneous culture taking shape whose products add to the deformation and destruction of national cultures aggravating cultural-identification issues through information networks regardless of human desire. 

The way out of this situation which is developing can be found through the microidentity of man, i.e. his identification with the immediate surrounding environment, a feeling of closeness with the main primary communities of contact leading to a single perception of the world.

Keywords: globalization, national culture, identity, hybridization, ideology.