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| Impact of Global Culture on Indian Youth | |||||||
| Paper Id :
17946 Submission Date :
14/07/2023 Acceptance Date :
21/07/2023 Publication Date :
25/07/2023
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| Abstract | Globalisation has a significant impact on youth. Today especially young generation are more exposed to Internet, global culture, social networking platforms compared to other generations. The present study is conducted to examine the impact of global culture on Indian youth. The main objective of the present study is to find out the level of connectedness of Indian youth towards their native traditions and values in the era of globalisation. The area of study was Chandigarh. The sample size of respondents selected to collect data includes 150 (75 boys and 75 girls) ranging from 20-35 years of age group. Purposive sampling method was used for the selection of sample for the study. Questionnaire technique was used for collection of data. The present research was conducted by using descriptive research design. The findings of the present study highlighted that majority of the respondents are losing the importance of their native culture, tradition, values, beliefs and customs. The value of Indian culture is declining among youth gradually. They are highly influenced by western culture and disconnecting themselves from the roots of their native culture in the era of globalisation. | ||||||
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| Keywords | Globalisation, Culture. | ||||||
| Introduction |
Young generation is growing up in the era of globalisation. Globalisation has a significant impact on youth. Today especially young generation are more exposed to Internet, global culture, social networking platforms compared to other generations. Globalisation refers to free flow of capital, ideas, goods, people etc. across borders. Globalisation has brought people closer to each other around all corners of the globe. Globalisation has increased interconnectedness and interdependence of people and nations. Globalisation is a complex and multidimensional phenomenon. It has both positive and negative impacts.
Technology and social media play a dominant role in the lives of youth. Globalisation has opened many avenues for youth by providing better educational opportunities, advanced knowledge and skills, better medical facilities, better career and employment opportunities. It has also brought various challenges for youth as well such as youth now have to compete with global talent and increasing competition in all domains. Apart from merits and demerits, globalisation has also brought cultural diversity. According to Tylor (1871), “Culture is a complex whole which includes knowledge, beliefs, morals, law, customs and any other capabilities and habits acquired by man as a member of society”. Culture is a very vast concept and consists of a way of life, morals, values, social norms, language, artifacts, religious faith, art, customs and traditions etc. Culture is the rich heritage for the nation. With the advent of globalisation, modernisation and westernization, the society has become more diverse culturally since time immemorial. The culture and identities followed by youth of their native places have also been changed. In the 21st century, young generation started adopting hybrid cultural identities. Youth are exposed and influenced by western culture with the increasing availability and advancement of science, technology and Internet. |
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| Aim of study | The present research paper will provide detailed information by collecting data on impact of global culture on Indian youth. This research paper plays a significant role in furnishing the role of social media in disseminating global culture and will provide profound experiences related to the positive and negative impact of global culture on youth. This research is very relevant in exploring the influence of western culture on youth and the level of connectedness of youth towards their native traditions and values in the era of globalisation | ||||||
| Review of Literature | Prakash, Roli, in her
study, Globalization: Its Impact on Culture of Youth in India, (2022), mentions
emerging of cultural changes among youth in India in the context of
Globalization. The influence of Globalization is increasing more in youth of
urban areas however it is emerging in rural areas also. Cultural changes are
reflected in their fashion, attire, language, food and lifestyle. Globalization
is influencing Indian culture but not replacing it. Lalmalsawma, Reuben in the
study, Western Media and Youth Culture in Mizoram, (2022), mentions that
American influences are visible in the aspects of music, songs, films, books,
source of entertainment, ideas in the state of Mizoram. New trends of
Globalisation, Western culture and traditions have a great impact on the native
traditions, values and identity. Agarwal, Dr. Ritu, in her
study, The Effects of Globalisation on Indian Society and Culture, (2019), reveals
that due to Globalisation global markets are growing. Global restaurants,
Cinema halls, Malls, Television channels, Technologies are available in every city.
Development and progress can be seen greatly but many issues are also seen such
as corruption, instability of political institutions, poverty etc. that needs
solution to take the advantages of Globalisation. |
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| Findings | With regard to the data collected through the fieldwork and also with the help of data analysis and interpretation, the researcher had highlighted various findings. The following findings of the present study will reveal the influence of westernization on Indian youth and the erosion of native culture, traditions and values among majority of the youth. 1. Erosion of native culture, tradition and values- Indian youth due to the influence of western culture are losing the importance of their own culture, tradition and values. 2. Festivals and Ceremonies- Youth give special attention to festivals and ceremonies of global culture and celebrate New Year Eve, Valentine Day, Halloween, Merry Christmas with great enthusiasm. These western festivals are gaining more popularity among youth compared to their native traditional festivals such as Lohri, Baisakhi, Makar Sankranti, Ganpati Visarjan, Gurupurab etc. Young generation know the dates and months of western cultural festivals and forgetting the same of their Indian festivals. 3. Food- Today, western food is considered to be more popular among youngsters. Influence of westernization has changed the taste of Indian youth. They happily welcome global food like pizzas, burgers, noodles, Maggie than their Indian foods such as dal, roti, parathas, idly, kulcha chana, halwa etc. On the day of their celebration and party mood youngsters enjoy food of McDonalds, Pizza Hut, Sub Ways, Dominos, Tim Horton, Starbucks, Chinese Restaurants. Youth are neglected their Indian thalis by giving preference to western cultural food items. They celebrate their occasions by cutting cake instead of distributing Indian sweets. 4. Dress and Lifestyle-Western dresses have become widely popular among young yeneration. Youth are giving importance to Global brands instead of Local brands. They love to wear jeans, shirts, ties, skirts, shorts over their Indian style of dressing like saari, lehnga, kurta, dhoti etc. which shows a great setback to Indian attire. Youth encouraged to wear western dresses and feeling more comfortable and stylish in it. They become more conscious about latest global fashion brands and trends. 5. Bars, Café, Pub Culture- With the advent of globalisation, the habits, needs and demands of youngsters have changed. For enjoying and celebrating youngsters visit to pubs, discos, bars and have western drinks over there. Youth are running towards consumerism and brand materialism. 6. Individualism and Privacy- Youth in present times wants individualism and privacy. They demand no interference in their lives and do not prefer adjustments with anyone. 7. Language and Medium of Communication- Like other aspects of culture, native language have also been ignored by younger generation. Mother tongue, local languages are being eroded. English, French language etc. are giving greater preference in educational institutions and for getting job opportunities. So, youngsters are preferring foreign languages. Young generation of India can speak, learn and write foreign languages much better than their native language. 8. Medicinal Treatment- Youth neglect the value of traditional Ayurvedic herbs and medicines for healthy living and adopting allopathic medicines for fast cure. 9. Exercise, Yoga and Gym- Young generation are fond of doing exercises and heavy workout in gym with advanced equipment’s. They enjoy gym workout with loud music of their choice. They prefer gym with songs more over yoga and meditation. 10. Dance and Music- For youth dance and music plays a very significant role in their lives as these are the most important and best source of entertainment for them. Western music, drama, movies, dance are more popular among youth whereas the importance of Indian classical music, dance styles, movies are declining rapidly. Most of the respondents do not aware of the names of classical dance and music. Indian youth have highly influenced by global culture than their native culture | ||||||
| Conclusion | Young generation is growing up in the era of globalisation. In the present study, the researcher collected the data from the respondents on the impact of global culture on Indian youth. According to the results obtained and with regard to the findings of the study, the researcher concluded that majority of the respondents are highly influenced by western culture and disconnecting themselves from the roots of their native culture in the era of globalisation. Youth are considered as the future of the nation. Culture is the rich heritage for the nation. It is the responsibility of the youth to protect and preserve their native culture. However, the value of Indian culture is declining among youth today. They are losing the importance of their native culture, tradition, values, beliefs and customs. Language, dress, food, music, festivals etc. are very important aspects of their cultural identities but gradually all these aspects of culture are diminishing due to the advent of westernization and its high influence on young generation | ||||||
| References | 1. Agarwal, Dr. R., 2019, “The Effects of Globalisation on Indian Society and Culture”, International Journal of Research and Analytical Reviews, E- ISSN-2348-1269, P- ISSN 2349-5138, Vol. 6, Issue 2.
2. Kurebwa, Jeffrey, (2020), “The Effects of Globalization on Youth Culture and Identity: A Zimbabwean Experience”, Journal of Liberal Arts and Humanities (JLAH), (P) ISSN 2690-070X, (O) 2690-0718, 1 (4), 111-120.
3. Lalmalsawma, R., 2022, “Western Media and Youth Culture in Mizoram”, Mizoram University, Doctor of Philosophy, Department of Mass Communication, Mizoram University.
4. Prakash, R., 2022, “Globalization: Its Impact on Culture of Youth in India”, Innovation The Research Concept, ISSN:2456-5474, Vol. VII, Issue-V.
5. Tylor Edward B. (1871): Primitive culture. Vol 1. New York
6. 67829/q/w03 (un.org)
7. Social Reserch Foundation::> Globalization : Its Impact On Culture of Youth In India (socialresearchfoundation.com)
8. 'Youth and Globalization: Identities Formation and Consequences' (ecpr.eu) |
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