GLOBAL CULTURE AND CULTURAL IDENTITY: AN AXIOLOGICAL PERSPECTIVE

In past decades, the globalizing phenomenon is joining with the new concept of "Global culture," which designates a homogeneous cultural reality and modifies the axiological scale by placing utilitarian values on the highest level. In this paper, we analyse relations between culture and global culture, traditions, cultural identity and globalizing, global culture. Also, we reject the idea of "global culture" and conclude that in globalization conditions, any tradition and, essentially, any culture can exist and keep its vigour and identity as long as it is continually recreated in accordance with the claims of modernity. This recreation is the basis of any real dialogue. This dialogue enables the affirmation of cultural identity, even through its diversity, the development of the universal culture and, undoubtedly, the improvement of the human condition.