GLOBALIZATION – CHALLENGE OR THREAT FOR THE CULTURAL IDENTITY

Abstract

Globalization is a complex set of contradictory forces. It never acts in one direction and does not attack only one segment in social systems. The aim of this paper is to examine the contradictions of globalization in the area of ​​the cultural subsystem of states. The process of globalization acts on the culture and cultural identity of nations around the world. On the one hand, it causes diversity in cultures, and on the other hand imposes the adoption of cultural values ​​and attitudes. The paper deals with the retention or non-maintenance of the cultural identity of diversity throughout history, the significance of the interaction of globalization and culture and the positive, ie the negative effects of globalization on cultural identity in different societies.