ETHNIC CULTURES AS A CHALLENGE TO GLOBALIZATION

Rozenberg Natal'ya Vladimirovna, Doctor of philosophy, associate professor, head of sub-department of communication management, Penza State University (40 Krasnaya street, Penza, Russia), elya@sura.ru

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Background. “Globalization” is the key term for understanding the changes, which has taken place in all spheres of social life since the last third of XX century. By the increase of exposure of the national socioeconomic systems, globalization leads to irreversible changes inside individual states. It should be pointed out, that the variety of ethnical and religious worlds is a historically developed way of interrelationship of people with nature and with each other. Therefore, the unification nowadays frequently combines with the local cultural code, and somewhere local cultures maintain resistance to globalization. The objective of the article is to analyze the problem of globalization and identity, as well as current probability of dissipation of ethnic cultures in a global one.
Materials and methods. The methodology of the research was based on principles of the dialectical method. Consideration of the globalized unified world through its great variety is performed using the over-disciplinary approaches. In research of globalization as a self-developing open system the author considered the requirements of the synergetic method. Analyzing the culturological grounds of globalization, the researcher relied on a conceptual framework, existing in the modern philosophy, sociology and culturology.
Results. It is shown that the process of globalization not just creates uniform structures in economy and politics of various countries, but also leads to “glocalization” – adaptation of the lements of the modern western culture to local conditions and traditions.
Conclusions. Cultural diversity of mankind is in danger of extinction and replacement by dubious elements of occidental mass-culture. Only consistent and gradual usage of national cultural values, which contributes to positive solution of problems of the society can be a response to this challenge.

globalization, culture, identity, regional culture, culture globalization, glocalization.

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