How are global forces impacting on local lifestyles? Where does the personal stand in relation to globalization? Global Forces and Local Life-Worlds explores these questions using a mixture of sociological and anthropological analysis and case study methods. Demonstrating the tensions between retaining cultural integrity in the face of the levelling processes associated with modernity, this book: locates the problems of globalization and localization in the appropriate anthropological and sociological dimensions; examines the relationship between culture and identity; and explores the varieties of modernity.

Culture, Identity and Hegemony: The Body in a Global Age
Culture, identity and hegemony: The body in a global age

The current sociological interests in identity reflect the increasingly problematic nature of subjectivity. Traditional Gemeinschaft societies, with strong social ties and stable worldviews, provided their members with a clear, fixed and unambiguous identity. However, with the rise of rational commerce, greater division of labor and growth of cities, social mobility became possible; social bonds became attenuated and dominant ideologies and understandings were questioned. Identity became problematic as options increased (Baumeister, 1986). Industrialization accelerated these trends. With consumerism came a number of fantastic identities, available at a price. By the end of the 20th century, popular culture valorized idealized bodies as sites of commodified forms of health, beauty ...

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