GLOBALIZATION AND IMPACT OF GLOBAL CONSUMER CULTURE ON GLOBAL IDENTITY

Global identity is an important phenomenon because it reflects the importance that people attach to the global community, intertwined with the various actions of individuals. Globalization has had a significant impact on the transformation of societies from a single or predominantly regional entity to a common cultural one. Essentially, the dynamics of humanity are now shaped by global movements of shared ideas, products, and people seeking to consume products and services available worldwide. The increase in the worldwide exchange of information, media, art, and culture among people has given rise to a new, more or less homogeneous intercultural understanding among people around the world. In essence, this is a new cultural understanding that replaces local cultural traditions in favor of a common global culture, that is, a global culture of consumption. The aim of the article is to consider the growing role and impact of global consumer culture on global identity. Research methods applied: analysis and generalization of scientific literature to clarify the concepts of «globalization», «global culture of consumption», and «scapes of consumption»; theoretical generalization for formulating conclusions regarding the impact of global consumer culture on global identity. Globalization not only accelerates the flow of capital and goods but also causes the homogenization of ideas, information, people, and cultures around the world, which expands the cross-cultural influence of people on the intellectual, social, and artistic elements of other cultures in the form of media, symbols, metaphors, etc. When consumers interact with other cultural elements, they gain knowledge about different ideas, customs, and ways of life. This is how a common culture is formed, shared throughout the world, which is called the global culture of consumption.