Abstract:

The object of the present study presents problematic processes of globalization and cultural identity. The subject of study is the symbol as an object of cultural identity within the framework of the transformation of value-semantic sphere of the person under the influence of globalization. The author examines such aspect as the problem of "Westernization" of cultural property in Russia, which entails a correlation of values of the individual in accordance with the axiological and symbolic forms that are postulated by modern media. The author pays attention to the fact that in order to preserve the cultural identity and unity of Russian the society should pay attention to the processes of globalization, which have a certain set of templates and stamps, symbolic series and images that manipulate a person at a subconscious level, investing in the ideological structure of human specific patterns of behavior and thinking. the goal of the study is to analyze the symbol as an object of cultural identity in the globalization processes.

Keywords: westernization, cultural identity, key figure, symbol, globalization, value.