GLOBAL IDENTITY AS A TYPE OF SOCIAL IDENTITY

Globalization has affected, perhaps more than any other force, the way people live, configure their physical environment, create the institutions that govern their activities, and build the markets in which they exchange resources, goods, and services. Economic and cultural exchanges brought about by waves of globalization have led to changes in consumer demographics and psychographics, i.e. changes in consumer aspirations, motivations, and behaviour. Advances in technology, transportation, global exports, and media innovation have made global flows of information, products, and services more widespread and rapid. Cultural exchanges not only contribute to the formation of an expansive culture but also affect the psychological and social identity of people. Globalization promotes the free exchange of ideas and communication throughout the world, which leads to an increase in people’s awareness of the world around them as a whole. Globalization leads to the formation of the general consciousness of people about humanity. In its purest form, this common consciousness of people about humanity is called «global identity». The article aims to consider global identity as a type of social identity. Research methods applied: analysis and generalization of scientific literature to clarify approaches to defining the essence of global and local identity; theoretical generalization for formulating conclusions about global identity as a type of social identity. The psychological effects of local culture on identity are just as effective as the effects of global culture on identity. Local identity can take many forms, from ethnicity to nationality to even smaller local identifications such as neighborhood.