GLOBALIZATION’ S INFLUENCE ON CULTURAL IDENTITY AND ITS IMPACT ON THE ROMANIAN CONSUMPTION BEHAVIOR

Alexandru Ionescu () and Nicoleta Rossela Dumitru ()
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Alexandru Ionescu: Romanian-American University, Bucharest
Nicoleta Rossela Dumitru: Romanian-American University, Bucharest

Romanian Economic Business Review, 2015, vol. 10, issue 4, 137-146

Abstract: Globalization is the stage constituting the world economy as a whole, a process that consists of open borders, the general trade and behaves several dimensions: political, economic, spiritual, cultural, etc. Regarding the cultural aspect, globalization includes export and imposition of cultural patterns and socio-economic Western, being defined as a new situation that leads to a new planetary system characterized by a great ability to communicate and exchange information on a global scale. In terms of preserving cultural identity values, globalization has a decisive impact on crops, with the dominant culture tend to impose upon the other, resulting in a homogenization process, the intensity of which is given each country's economic power. Mass culture, well-known symbols (McDonald's, Coca-Cola, etc.) acquire planetary dimensions, becoming a subculture of all, embraced particularly by young people.

Keywords: globalization; cultural identity; dominant culture tend (search for similar items in EconPapers)
Date: 2015
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