ABSTRACT
With the collapse of the Eastern bloc and the end of the Cold War, only one superpower remained on the world stage. It was a development that opened new vistas before capitalist producers, who saw the opportunity to conquer markets previously inaccessible to them. But first, new rules had to be set in place, rules that would reduce protectionism and open the field wide to competition, the mechanisms of which the capitalist producers were better equipped to deal with. It is from this reality that globalization was born. Although essentially an economic phenomenon, globalization could only be envisaged in the context of wider interaction between different cultures, and it is this aspect of globalization, its cultural over-spill, as it were, that many see as a greater threat than its purely economic aspect. Voices came to be raised against the globalization process and the danger it represents for specific cultural identities that, according to the anti-globalization lobby, are at risk of being altogether lost or, at best, greatly diluted, in the context of globalization.
