Abstract

This article explores modern interpretations of the phenomenon of glocalization that is based on the idea of the multidimensional, more just and decentralized world. Globalization as a specific model of cultural dynamics is formed on the basis of network forms of social self-organization and electronic forms of communication. It is noted that to date there have been four models describing the correlation between global and local, universal and particular in the culture of "late" modernity. The first is unification's model of the cultural and information space describes the destructive cultural processes in modern social, that is faced a challenges of globalization and experiencing pressures of global media and network communication technologies. In the context of the first model, glocalization appears as the general globalization's trend that is manifested in different variants of the regional world economy. The second model is the differentiation of socio-cultural spaces that is focused on the explication of the causes and factors of negative globalization's manifestations. The third model is hybridization, in which glocalization appears as a process of continuous mixing and hybridization of cultures. The fourth model is deterritorialization. It contains the main cultural manifestation of globalization – the distancing of social relations and social processes from specific loci of physical space. As a result, the article notes five dynamic "landscapes" of globalization are formed: ethnic, technical, financial, media landscape, ideological. Summarizing the views on the essence of the above-mentioned models, the author argues that glocalization is becoming an innovative form of coexistence of a multitude of original peoples, traditions and cultures in the context of globalization.