; advent of newcategories of consciousness and identities which
embodies cultural difusion, the desire to increaseone's standard of living and enjoy foreignproducts and ideas, adopt new technology and practices, and participate in a "world culture "!"#$ %ome bemoan the resulting consumerism and loss of languages &lso see 'ransformation of culture 'his might also afect the spreading of multiculturalism, and better individual access to cultural diversity (eg through the e)port of *ollywood + %ome consider such "imported" culture a danger, since it may supplant the localculture, causing reduction in diversity or even assimilation ,thers consider multiculturalism to promote peace and understanding betweenpeople & third position that gained popularity isthe notion that multiculturalism to a new form ofmonoculture in which no distinctions e)ist andeveryone shifts between various lifestyles interms of music, cloth and other aspects once more -rmly attached to a single culture 'he .,/ estimates there are more than 011 million migrants around the world today!"2$ 3ewly available data show that remittance 4ows to developing countries reached 5602 billion in 0112!"7$ %pread of local consumer products (eg, food+ toother countries (often adapted to their culture+ 8orldwide fads and pop culture such as 9o:;mon, %udo:u, 3uma 3uma, ,rigami, .dol series, <ou'ube, ,r:ut, =aceboo:, and /yspace; accessible only to those who have .nternet or'elevision, leaving out a substantial portion of the>arth's population 'he construction of continental hotels is a major conse?uence of globali@ation process in aAliation with tourism and travel industry, Bariush Grand *otel, Cish, .ran 8orldwide sporting events such as =.=& 8orld Cup and the ,lympic Games .ncorporation of multinational corporations into new media
"Culture" is de-ned as patterns of human activityand the symbols that give these activitiessigni-cance &ccording to prevailing notions,globali@ation has 'joined' diferent cultures and turned them into something diferent!D6$ 'he dominant view stresses that globali@ation shouldbe distinguished from &mericani@ation 'his approach has been used since the late #721s toconceal the unidirectional, top-down character ofE%-led globali@ation as it was being relentlesslyimposed on the rest of the world , particularly in the economic and cultural -elds!DF$ Culinary culture has become e)tensivelyglobali@ed =or e)ample,italian pi@@a , Gapanese noodles, %wedish meatballs, .ndian curry and =rench cheese have become popular outside their countries of origin 'wo &merican companies, /cBonald's and %tarbuc:s, are often cited as e)amples of globali@ation, with over 6#,111 and#2,111 locations operating worldwide,respectively ¬her common practice brought about byglobali@ation is the usage of Chinese characters in tattoos 'hese tattoos are popular with today's youth despite the lac: of social acceptance of tattoos in China!D"$ &lso, there is a lac: of comprehension in the meaning of Chinese characters that people get,!DD$ ma:ing this an e)ample of cultural appropriation 'he internet brea:s down cultural boundariesacross the world by enabling easy, near-instantaneous communication between peopleanywhere in a variety of digital forms and media 'he .nternet is associated with the process ofcultural globali@ation because it allows interaction and communication between people with verydiferent lifestyles and from very diferentcultures 9hoto sharing websites allowinteraction even where language wouldotherwise be a barrier