by Chandra Shekhar Singh, A. B. Mishra, Ali Faran Gulrez, Marcel Oswaldo MéndezMantuano, Saurabh Tiwari, Manas Upadhyay, Manjula Khulbe
ABSTRACT
Globalization shapes cultures in complex ways, producing tensions between homogenization, resistance, and hybridization. Based on cross-national surveys (2017-2022) data provided by the EVS/WVS, this paper examines how education, age, and income, as structural variables, and institutional trust, as a contextual one, shape individual attitudes toward global cultural flows. The results indicate that education is the most influential factor that determines openness, trust in the institution increases receptivity and age is highly associated with resistance. Income plays only a minor role. Instead of driving to uniform convergence, globalization has created varied reactions whereby openness, resistance as well as blending are present in regions and in social groups. Such findings indicate that cultural integration is not symmetrical and it is shaped by generational as well as institutional and social contexts. Policies that enhance trust in institutions and make cultural education more inclusive are thus necessary in order to facilitate hybridization instead of alienation. The paper contributes to theoretical arguments by taking hybridization as a focal point of orientation and empirically shows that global and local logics converge in the cultural negotiation process.
