Glocalization and Hibridity in Postmodern Discourse

Abstract

When analyzing globalization in the postmodern discourse, the subject of discussion to a greater extent is the question of the correlation of globalization with postmodernization, and not with post-modernism, that is, the procedural manifestation of this situation and its economic indicators. In present period fluctuations between accentuation of originality and globalization of contemporaneity are observed. Today with consolidating globalization the strengthening of localization is observed. Globalization on the basis of «universal-local» dichotomy carries out also function of an increment of local to the universal. Globalization is characterized as transformation of cultural codes of societies into the purposes which are necessary to reach. This tension between identity and modernity in non-Western contexts takes on a more attention-grabbing character and dramatic form.