Cultural approach in studies of globalization: the urgency of communicative potential of localcultures development

In this article problems of communicative potential of local cultures studying in the globalized worldare considered. The urgency of the reasons analysis and possible ways of this problem solutions search is connected with the absence ofthe intercultural dialogue conception and effective mechanisms of peoples' and local cultures' intercommunication. First of all, theauthors accent disagreements in understanding the globalization connected with the variety of research approaches to this phenomenon.It is marked that in studying globalization the political-economic aspect dominates, thus not allowing to estimate objectively itsconsequence in the area of culture. The authors state the necessity of the humanitarian approach that reveals the specific character of theprocesses of globalization in culture, distinct from their economic and political topology. The value of a new humanitarian paradigm thatintegrates knowledge and experience of various sciences in interpreting of the global world realities is proved. This paradigm is not onlyto explain variations taking place in the world system, but also to shape the outlook of ''the person of the third millennium''. Thus,ideology of the cultural approach is confidence in the multilevel character of globalization. The key feature is that globalization inculture does not reduce to tendencies of unification and loss of national originality of cultures, to mandatory leveling of literary, art andworld outlook processes. On the contrary, problems of a specific character of national cultures and national identity become mostaggravated, which, in turn, generates difficulties of intercultural dialogue. Cultural studies allow to reveal tendencies of local culturesnumber growth and make problems of intercultural communication topical. At the same time, the humanitarian approach reveals aspecific character of counteracting processes of the globalized world. The authors of article prove the necessity of the relevant analysisand an assessment of the dual character of globalization. The urgency is marked of the variety of local cultures support from universalcommunities. An ideological basis of such support should be the recognition of value of cultural identities. In turn, viability and stabilityof local cultures that adapt to modern conditions is defined by the level of their communicative potential. It is supposed to use the resultsof the analysis for further development of effective ways of intercultural communications.

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