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themechanismsofacculturationprocesses,resistanceofindividualcultures,the
levelofselectionandmodificationofculturalelements,etc.
4
Theacculturationprocessesinthepresentglobalizingworldaredetermined
bythewillorchoiceimperativeofmembersofaculturalwholetobecamepartof
otherwhole,i.e.voluntarily,spontaneouslyorbyforcesharethevalues,normsand
ideaspersonifiedinthewayoflivingandpreferringsomeculturalexamplesor
values.Incasetheindividualsrefusecontactorpenetrationofforeigncultural
elementsintotheirownculture,theytendtobedenotedastraditionalistsor
fundamentalists.Theconsequenceofacculturationprocessesmightbealsothe
disintegrationofculturecausedbythelossofculturalidentityorgradual
assimilationormergingwithanotherone,mostlymoredominantculture.Incaseof
long-lastingcoexistenceandgradualmergingoftwodominantculturesanew
socio-culturalsystemwithnewfeaturesandelementsmightemerge.The
acculturationprocessescanalsobeasourceformutualenrichmentofcultures
keepingtheirownspecificsandidentitiesatthesametime.
Ifacculturationisnaturalfeatureandexistentialsurvivalconditionofeach
culture,themulticulturalcommunicationmightbeunderstoodasitsdefinitenesson
basisofwhichtheconditionsfordiffusionofculturalelementsandtheir
acceptance,ornon-acceptanceinoriginalcultures,arecreated.Thecontroversial
questionsdirectedtofunctionalityofmulticulturalismmodelanditsconsequences
inthecontextofacculturationprocessesprovokedattheendofthelastcentury
mainlyhomogenization,standardizationandunificationprocessesconditionedby
transformationsofeconomic,politicalandculturalsystemsinglobalmeasures.
Thestandardizationofmassproductionincultureandmassmediaarea
meansthatitsmakersapplyalreadyusedandapprovedmethods.Theyusegenre
templatesfavouritewiththemassrecipient,whencreatingtheplottheyprefer
stereotypedcharactersofmainheroesandapprovedproceduresinconflictsand
resolutions.Onthebasisofsuchprocedurestheproductionisaimedformass
audienceexpectingmediacontentsinsimpleaestheticschemeswithimpressive
effects.Standardizationofmasscultureproductionispresentinmanyproducts
withfeaturesofindustryproduction-fromartproducts,music,objectsforeveryday
useuptobook,fineart,radio,televisionorfilmproductionorperiodicals.
J.Lohisseinconnectiontoitsproductionspeaksaboutunification,anonymization
andhomogenizationofproduction.
Intheinterestsofunitingthemarketsofindividualnationaleconomicsthe
expertsmoreandmoreoftendiscusstheidentitylegitimacyofsocalledworld
citizens,EuropeansorthefutureofEuropeanandnationalorculturalidentity.The
professionalpublicturneditsattentiontotheissueofhomogenizationand
unificationculturalinfluences,tothelossofculturalidentitiesofindividual,mainly
notsoresistantnationscausedbythegrowinginfluenceofproductionof
multinationalmediacorporations.Asaresultofglobalizationtendencieseffectsin
theareaofmediaproductiontheconceptofmulticulturalismacquiresnew
dimensionsnotonlyinthepoliticallevel,butalsointhelevelofspontaneous
acculturationprocessesandconsequentchangesofculturaltopoiinindividual
societies.
4V.Soukup,Sociáln.akulturn.antropologie,Praha,1993,s.96
