Єдність та багатоманітність культур за умов ґлобалізації

This article is devoted to the discussion of unity and diversity of cultures in the context of globalization. Globalization is often mistakenly treated as a socio-cultural process of establishing unity of humanity. Globalization is first of all an information-economic megatrend, which includes free trade, free exchange of goods, capital, ideas, and people, followed by advertising as a work with people’s consciousness to promote someone’s product to the global market. A precise characterization of the term globalization as glocalization, which stresses the inseparability of global and local, has been given by Bri tish sociologist R. Robertson. This article sees globalization as globalization of economy and localization of cultures. In the context of clash of civilizations threat globalization has produced such social innovation as a desire for a dialogue of cultures.