Abstract

For most of the years since independence, India was reluctant to enter into globalised world freely since it wanted to protect the Indian economy. However, then in the upcoming years with the advent of globalization and internet, the concept of cultural assimilation has increased. This has significantly impacted our own cultural belief systems in various aspects, be it economically or psychologically. This has led to a situation of identity crisis and cultural confusion, backed by the resistance towards domestic culture. The main agents that led to this cultural homogenization is global media and cultural industries; global brands and the evolving consumer culture and the cultural exchange that takes place by way of trade and investments and immigrants. Furthermore, the paper seeks to study the effect of globalization on the Iranian culture, how the culture has been impacted and the way forward for the same. This research work seeks to analyse the strategies to balance cultural exchange and preservation in the ambit of globalisation by reducing the adverse effects of cultural homogenization and encourage cultural diversity.

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