Abstract

It has been argued that globalization assists the USA to gain a hegemonic position, allowing it to export its culture. Because this exportation leads to the domination by American culture of the local cultures of importing countries, which are the key element in sustaining their citizens’ national identity, citizens of these countries are unable to protect state sovereignty from this cultural invasion. In order to prevent a political crisis arising from such an invasion, these countries will adopt the strategy of cultural localization. However, this top-down approach overestimates the influence of hegemonic cultures and, thus, overlooks the dynamic nature of cultural development that is generated by people’s agency. This essay rejects this top-down model by arguing that texts cannot dominate people, and that people influence their existence and value.