The paper shows an influence of globalization on culture, through two mutual, but contradictory processes - cultural homogenization and translation. Cultural imperialism, McDonaldization and commoditization are three basic directions, along which thesis of cultural homogenization moves. Cultural imperialism is most frequently tied to pro-westernization or westernization in broader sense, and to Americanization as promotion and imposition of an American lifestyle in narrower sense. The sociologist George Ritzer calls this universal trend McDonaldization, which represents imposition of one unique form by which the society is to function. The commoditization of culture means transformation of all aspects of life, eventually the human life itself, into products being traded on the market. On the other hand, translation means translation of global cultural contents into local context. In addition, it means that cultural globalization is a two-way process, leading also to homogenization and fragmentation, i.e. homogenization of cultural forms and contents, but also their breaking into separate parts. At the edges of so-called global culture, manifold of cultural forms are developed, but without domination of one particular type of culture.
The paper discusses the necessity of a new (re)definition of culture. While the traditional definition of culture insists upon its permanence, contemporary definitions insist on its fluidity and politicality. The act of value (de)privileging, as well as placing the political into the field of culture, has made it possible marginal groups to (de)construct the existing identity groupings and to create new ones. The author concludes that the aforementioned struggles lead into two directions: marginal groups are becoming aware of their social position and starting the struggle for exercising their rights accordingly, while the dominant culture is refusing the act of (de)privileging and, subsequently, the integration of marginal groups. With regard to the above, there are two solutions proposed: the first proposal suggests displaying and, then, accepting of a specific lifestyle (new determination of culture), while the second one suggests recognising equal rights of marginalised social groups (social and political inclusion).
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