GLOBALIZATION AND ITS DISCONTENTS: A COMPARATIVE SOCIAL SCIENCE PERSPECTIVE ON CULTURAL HOMOGENIZATION AND LOCAL RESISTANCE

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.