PĂSTRAREA IDENTITĂŢII CULTURALE - O ŞANSĂ ÎN FAŢA OMOGENIZĂRII CULTURALE PROVOCATE DE FENOMENUL GLOBALIZĂRII
GUARDING CULTURAL IDENTITY - A CHANCE AGAINST CULTURAL HOMOGENIZING DUE TO THE PHENOMENON OF GLOBALIZATION

Summary/Abstract: The third millennium has generated through social, economical, financial and political mechanisms a massive change in society, imposing a consumer society to replace in some cases modern society and traditional society in others. This transformation on a social level has displayed effects also on a cultural level, leading to massive phenomena of global homogenizing and synchronizing within general culture. In turn, this process of cultural homogenizing has generated prefabricated artificial culture processes, copied after models with a great response from the public and yet totally estranged from the traditional model of society. Beyond multiple kitsch phenomena, contamination has been recorded which sometimes led to extreme or bad taste displays, to a visible downfall in culture standards. Sometimes, the adaptive processes have flown normally, but in some cases examples of individuals alienated from a society where traditional models were no longer valid and older patterns were severely modified, have emerged. Loneliness and isolation became obvious and the individual felt the irresistible urge of cultural acknowledgement. In other words, after toiling hundreds or thousands kilometers away from his country, after eating everywhere the same American burger or after wearing the same Turkish blue jeans and the same Chinese t-shirts, global society Man wants to have the assurance that he or she belongs to a certain history and to a social cultural group which to acknowledge within social memory.

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