Globalization is a historical process of nations’ reprochеment, where traditional borders gradually blend and humanity is gradually becoming a unified political system. Since the middle of the 20th century and especially in recent decades, the globalization tendency has had a qualitative impact on society. Both national and regional histories no longer make sense. Uniformity tendency is becoming dominant in the culture.

The mass media allow millions of people become a witness of events taking place in different places, to join the same cultural experience (olympiads, rock concerts), which unifies their tastes. The same consumer goods can be bought everywhere. Migration, temporary work abroad, tourism familiarize people with the lifestyle and customs of other countries. Single or, at least, a common everyday language – English - forms. Computer technologies carry the same programs around the world.

Western mass culture becomes undifferentiated while local traditions become eroded. Currently, cultural researchers believe that every cultural element or composite begins with discoveries or inventions made by separate individuals. Then, the created pattern of culture is consistently distributed in small groups. For the further amplification, first of all, a cultural pattern needs to have value and significance within a large group or society, and secondly, it has to be disseminated and brought to mass communication.

But in order to get this opportunity, the cultural pattern should be evaluated in terms of its novelty and usefulness. This is achieved through the search for similar or close cultural patterns in the data banks created in the course of previous activities of people. The flexibility of the culture, its ability to change and adapt to the environment largely depends on the speed of new ideas that form the basis of cultural patterns.

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