Globalizacija, kultura kapitalizma i globalna kultura
Globalisation, the Culture of Capitalism and of Global Culture

Summary/Abstract: An analysis is given in this paper of certain fundamental frames of reference regarding globalisation, and the culture of capitalism and global culture. The core aim is to express the nature of capitalism as an economic and cultural system. Over the last forty years or so, the cultural practice of consumption has been the focus of capitalist culture analysis. Consumption has become the cultural purpose of capitalism. The emphasis is on the cultural meaning (practice) of consumption. Such practice is not static and changes over time. Consequently, the content of "our culture" is in a constant state of flux as times change. The global cultural sphere is the one to which we constantly refer, but also the one by means of which it is most difficult to define our own personal experience. The cultural experience of people caught up in these processes is very close to a state of confusion, insecurity and their perception of powerlessness. The overall cultural insecurity associated with globalisation is described in certain specifically examined approaches to "postmodernity", since today's global culture is not linked to any one place or period. This feeling of timelessness is powerfully underscored by the prevailingly technical nature of the discourse. Being eclectic, universal, timeless and technical, global culture is a "constructed" culture. On the other hand, a new search for identity and diversity exists that is leading to the emergence of new national and ethnic demands. Emphasis is placed on the fact of the practical and theoretical rejection of those globalistic and universalistic conceptions that have elevated particular interests and visions to the level of universally valid principles.

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