Cultural Identity and Globalization: Negotiating Traditions in a Modern World

Abstract

This paper explores how globalization reshapes cultural identity in the contemporary world, particularly focusing on societies negotiating between traditional heritage and global modernity. Through an interdisciplinary lens combining sociology, anthropology, and cultural theory, the study examines the dual nature of globalization—its capacity to homogenize and diversify. The paper argues that globalization fosters hybrid identities, media-driven cosmopolitanism, and cultural adaptation while simultaneously triggering resistance and preservation of local traditions. By analysing the Pakistani context, it illustrates how language, youth culture, religious values, and media converge in shaping a dynamic, pluralistic identity. The research underscores that cultural identity in the modern era is no longer static but continuously evolving through global interactions.