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Many authors believe that the process of globalization should be not only as a special type of capitalism and uniqueness of world space. In their view,Globalization is, along with "глокализациеи", that is adaptation cultural elements to different local conditions on the basis of local traditions. Therefore, there is no standardization,As well the heterogeneity vital signs as a normative standard. In the process of building a new world culture combines principles cultural homogeneity and heterogeneity.This makes it possible not only to maintain, but also and the revival of the tradition.Therefore, folk insist on "selective perception" and "selective development" of cultural elements in the process of interaction and the principles of cultural identity.
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