Globalization
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Background of the Study Globalization is a historic and ongoing phenomenon which acts as open lines of communication and interaction between people of diverse cultures. Throughout time, globalization has been the process of establishing linkages between these cultures. Currently, as people of the twenty-first century, we live in a newly globalized era that continues to redefine itself in response to recent cultural identity. Globalization can take on many different shapes and forms in its free flow of goods and services across national borders. Cultural globalization is one of those forms. The concept of cultural globalization is closely linked with economic globalization. Mike Featherstone (1990) argued that as a result of the development of financial markets, the main actors share many business and lifestyles norms and values. Thus, increased economic linkages led to cultural influences across countries. The key agents of globalization of culture are transnational corporations, cultural and media agencies that go beyond the nation-state.
In the new era of globalization, people become much more concerned about the uniqueness and particularity of their own culture. Cultural identity provides the global significance of local knowledge and the sense of self, community and nation. Since people construct their identities through their cultures, they will defend them. Actually, globalization brings much more awareness of cultural identity than before. The modernization of globalization can also directly affect the cultural diversity of a country. In the new era of globalization, people become much more concerned about the uniqueness and particularity of their own culture. Cultural identity provides the global significance of local knowledge and the sense of self, community and nation. Since people construct their identities through their cultures, they will defend them. Actually, globalization brings much more awareness of cultural identity than before. The modernization of globalization can also directly affect the cultural diversity of a country.