GLOBALIZATION AND IDENTITY: INTERRELATION OF GLOBAL AND LOCAL

Abstract

The article is devoted to the study of globalization impact on the national and cultural
identity development. The quest for alternative strategies of cultural politics as a mechanism of
the reduction of the ethno-cultural identity loss risks in the modern socio-cultural transformation
context is initiated. New identification models based on local cultures development that act as
forms of resistance to the globalizing pressure on the socio-cultural realm are analyzed.