A STUDY ON IMPACT OF GLOBALIZATION ON ‘CULTURAL IDENTITY’

Globalization has transformed the world through the fastest exchange of ideas and values, languages and consumer goods internationally. Despite the fact that globalization offers many advantages such as the establishment of a global communication network, it also creates serious barriers to the preservation of local cultures and regional traditions. The goal of the paper is to analyse the impact of globalization on cultural identity by studying such indicators as cultural unification, hybridization, native language loss, changing consumer preferences, and generational gaps. The research methodology involves descriptive and analytical research design that helps measure interactions between processes of globalization and preservation of local culture. This research is based on synthesis of primary data, obtained from 100 respondents through the help of standardized questionnaire, and secondary data, collected from different sources such as academic books, peer-reviewed journals, and archived literature. The analysis of the obtained data was conducted by using SPSS and statistical analysis methods, such as descriptive statistics and Chi-square test. The results of the analysis point at the significant relation between globalization process on mass media platforms and decreasing degree of local culture use. In this vein, the results of the Chi-square analysis show a noteworthy link between globalization and the refinement of personal identity, confirming that increased global cultural consumption is related to decreased local cultural retention. To counter the effect of the loss of distinct heritage, the present research recommends introducing compulsory lessons of the indigenous language and folklore at school, as well as providing more funding for locals who develop digital content and creating community cultural festivals to engage the youth.