Abstract
This paper is an epistemological and conceptual discussion on the relationship between culture, identity and globalization. Although, new orthodox theory of modernity tries toprevent from the weakness of the theory of cultural imperialism, but not only neglectsthe role of the economic factors in impact of globalization upon culture, but also criticizeit as a kind of reductionism consciously. The political economy of production andconsumption of cultural goods shows that either globalization has any clear meaning of itwill be a process of Americanism or westernization. Therefore, the new orthodoxy theorycannot explain the relationship between culture and identity in the real situation of theglobal world, as well.
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