Article Information


Igor Morozov (E-mail:

Irina Sleptsova

Institute of Ethnology and Anthropology, Russian Academy of Sciences, Moscow, Russia

Citation: Morozov I., Sleptsova I. (2018) Kul'turnyye transformatsii i globalizatsionnyye trendy: k voprosu o statuse “novykh lokal'nostey” [Cultural transformations and globalization trends: on the status of “new localities”]. Zhurnal sotsiologii i sotsialnoy antropologii [The Journal of Sociology and Social Anthropology], 21 (4):  7–37. (in Russian).

Abstract. The article considers the patterns of cultural transformations under the influence of globalization trends in urban and rural communities in the European part of Russia. Particular attention is paid to the Kostroma region, where a combination of “retarded development” and modern technological and cultural innovations is well represented. The authors consider various variants of the “creolization” or “hybridization” of the transmittable cultural forms in interaction with the local cultural tradition and the emergence of their local versions — “new localities” or “glocalisms”. Is being discussed the role of directive prescriptions (“initiatives from above”) in the innovation processes, and the ways to assimilate these directives at the local level on the basis of group and personal values and attitudes (“initiatives from below”). The purpose of the transmittable directives is to change the structure of collective consciousness through the transformation of individual attitudes and subject-object relations within a given society (certain aspects of the social structure, behavioral stereotypes, material environment, food codes, etc.).

In modern cultural designing, globalist ideas of business technologies in the market of cultural services are used, including event and ethnotourism, which allow to provide an exclusive product using universal commercial tools. At the same time, “local” and “specific” are presented in globalized packaging. It emasculates the original meanings of authentic forms (clothing, household items made by local craftsmen, traditional folklore), turns them into scenic and decorative-souvenir, leads to the transformation of exclusive forms into a popular consumer goods, and actively used tourist sites with elements of traditional life transforms into a museumed interactive space.

The authors come to the conclusion that at a short distance, subject to substantial external investment and administrative support, globalization forms can aggressively displace traditional ones. But their dominance is possible only with an organic combination with the peculiarities of mentality, the socio-cultural specificity of the communities that consume them, which inevitably leads to the formation of glocalisms, which are a form of contrasting local cultural forms with global ones.

Keywords: cultural transformations, globalization trends, regional and local, glocalization, grassroots initiatives.

Acknowledgements: the work was financed according to the plan of the Scientific Research Work of the Institute of Ethnology and Anthropology Russian Academy of Sciences No. 01201370995 “Cross-cultural and interdisciplinary research” and No. 0177-2018-001 “Peoples of Russia in the modern world. Ethnocultural and ethno-demographic development”.



Alekseyeva T.I. (1977) Geograficheskaya sreda i biologiya cheloveka [Geographical environment and human biology]. Moscow: Mysl' (in Russian).

Bauman Z. (2004) Globalizatsiya: Posledstviya dlya cheloveka i obshchestva [Globalization: Implications for Man and Society]. Moscow: Ves' mir (in Russian).

Comaroff J.L., Comaroff J. (2009) Ethnicity, Inc. Chicago: University of Chicago Press.

Grigulevich N.I. (1996) Etnicheskaya ekologiya pitaniya [Ethnic ecology of nutrition]. Moscow: IEA RAN (in Russian).

Gupta A.K. (2016) Grassroots innovation: minds on the margin are not marginal minds. Delhi: Penguin, 2016.

Guy J.-S. (2009) What is Global and What is Local? A Theoretical Discussion around Globalization. Parsons Journal for Information Mapping, 1 (2): 1–16.

Ilyin V.I. (2008) Potrebleniye kak diskurs [Consumption as Discourse]. St. Petersburg: Intersotsis (in Russian).

Jenkins R. (2007) Globalizatsiya i identichnost': teoreticheskiy obzor [Globalization and Identity: Theoretical Survey ]. Chelovek. Soobshchestvo. Upravleniye [Human. Community. Management], 4: 81–94 (in Russian).

Jenkins R. (2008) Rethinking Ethnicity: Arguments and Explorations. Second Edition. London: Sage.

Johnson-Laird P.N. (1983) Mental Models. London et al.: Cambridge university Press, 1983. [ (accessed: 11.02.2018).

Karasik V.I. (2015) Interpretatsiya diskursa: topik, format, modus [Interpretation of discourse: topic, format, modus] Izvestiya Volgogradskogo gosudarstvennogo pedagogicheskogo universiteta. Filologicheskiye nauki, 1(96): 73–79 (in Russian).

Khachaturyan V.M. (2013) K probleme transformatsiy kul'turnogo prostranstva v epokhu globalizatsii: gibridizatsiya i anklavizatsiya [On the problem of transformations of cultural space in the era of globalization: hybridization and enclavement]. Kul'turologicheskiy zhurnal [Journal of Cultural Research], 1 (11). [] (accessed: 11.02.2018).

Kotler F., Asplund K., Haider D., Reyn I. (2005) Marketing mest. Privlecheniye investitsiy, predpriyatiy, zhiteley i turistov v goroda, kommuny, regiony i strany Yevropy [Marketing places. Attracting investments, businesses, residents and tourists in the city, municipality, region and Europe]. St. Petersburg: Stokgol'mskaya shkola ekonomiki v Sankt-Peterburge, Piter (in Russian).

Latour B. (2014) Peresborka sotsial'nogo: vvedeniye v aktorno-setevuyu teoriyu [Reassembling the Social. An Introduction to Actor-Network-Theory]. Moscow: Izdatel'skiy dom Vysshey shkoly ekonomiki (in Russian).

Lau K.J. (1999) Folklore and Theories of Globalization. Folklore Forum, 30(1/2): 55–71.

Morozov I.A. (2015) Otlichitel'nyye priznaki lokal'nykh traditsiy: Aktsii s uchastiyem ryazhenykh [Distinctive features of local traditions: Shares with participation of mummers]. In: Akhmetova M.V. (red.) Regional'nyye issledovaniya v fol'kloristike i etnolingvistike: problemy i perspektivy [Regional studies in folklore and ethnolinguistics: problems and perspectives]. Moscow: GRTSRF: 37–52 (in Russian).

Morozov I.A., Sleptsova I.S. (2017) Obryadovyye i igrovyye formy pokhoron i ryazhen'ye pokoynikom u russkogo naseleniya Yevropeyskoy chasti Rossii (k voprosu ob evolyutsii form) [Ritual and playful forms of funeral and raskozhenie deceased in the Russian population of the European part of Russia (to the question of the evolution of forms)], Palaeoslavica, 1(25): 25–54.

Norman D.A. (2006) Dizayn privychnykh veshchey [The Design of Everyday Things]. Moscow: Vilyams (in Russian).

Ritzer G. (2011) Makdonal'dizatsiya obshchestva 5 [MacDonaldization of Society 5]. Moscow: Praksis (in Russian).

Robertson R. (1992) Globalization: Social Theory and Global Culture. London: Sage.

Robertson R. (1995) Glocalization: Time-Space and Homogeneity-Heterogeneity. In: Featherstone, M., Lash, S. and Robertson, R. (eds.) Global Modernities. Sage Publications. London: 25–44.

Rodrik D. (2014) Paradoks globalizatsii. Demokratiya i budushcheye mirovoy ekonomiki [The Globalization Paradox: Democracy and the Future of the World Economy]. Moscow: Izdatel'stvo Instituta Gaydara (in Russian).

Rudenko N. (2012) Seti, znaniye i real'nost': problematika sotsial'noy topologii v kontseptsii John Law [Networks, knowledge and reality: the problems of social topology in John Law's concept]. Sotsiologiya vlasti [Sociology of Power], 6–7(1): 38–51 (in Russian).

Savitskaya T.Y. (2005) «Novaya lokal'nost'» v global'nom kontekste [“New locality” in a global context] Observatoriya kul'tury [Observatory of Culture], 2: 15–22; 3: 10–18; 4: 4–12 (in Russian).

Shmelkov A.V. (2005) Goroda kak regionalizirovannyye sotsial'nyye praktiki [Cities as regionalized social practices]. Zhurnal sotsiologii i sotsial'noy antropologii [The Journal of Sociology and Social Anthropology], 4 (8): 33–40 (in Russian).

Shrinivas T. (2005) «Svidaniye s sud'boy». Indiyskiy variant kul'turnoy globalizatsii [“A Date with Destiny”. The Indian version of cultural globalization]. In: Berger P.L., Hantigton S.P. (red.) Mnogolikaya globalizatsiya. Kul'turnoye raznoobraziye v sovremennom mire [Many Globalizations: Cultural Diversity in the Contemporary World]. Moscow: Aspekt Press: 98–130 (in Russian).

Smith A., Abrol D., Smith A.B., Around E., Ely A. (2016) Grassroots Innovation Movements. London: Routledge Earthscan.

Smith A., Hielscher S., Dickel S., Söderberg J., Van Oost E. (2013) Grassroots Digital Fabrication and Makerspaces: Reconfiguring, Relocating and Recalibrating Innovation? SPRU Working Paper, 2. Brighton: University of Sussex.

Sokolov K.B. (2012) Globalizatsiya: Istoriya, sovremennost' i iskusstvo [Globalization: History, Modernity and Art]. Moscow: Gosudarstvennyy institut iskusstvoznaniya (in Russian).

Sokolovskiy S.V. (2016) «Ontologicheskiy povorot» i etnograficheskiye issledovaniya material'noy kul'tury [“Ontological turn” and ethnographic studies of material culture]. In: Sokolovskiy S.V. [ed.]. Rossiyskaya antropologiya i «ontologicheskiy povorot» [Russian anthropology and the «ontological turn»]. Tomsk: Izd-vo TGU: 225–307 (in Russian).

Sotnikov N.V. (2015) Galich i Rybnaya sloboda. Konets XVIII — seredina XX vv. Istoricheskiye puteshestviya s Nikolayem Sotnikovym [Galich and Rybnaya Sloboda. The end of XVIII — the middle of XX centuries. Historical travels with Nikolai Sotnikov]. Kostroma: KOOKO «Kostromskaya starina» (in Russian).

Toffler A. (2004) Tret'ya volna [The Third Wave]. Moscow: ACT (in Russian).

Vakhshtayn V. (2006) Sotsiologiya veshchey [Sociology of Things]. Moscow: Territoriya budushchego (in Russian).