Abstract

Can we find a single global space where globalization fails to stretch its hand? Possibly not, Bangladesh is just another name on the list. Since 1990s, globalization has had strong influences on the social, economic and cultural sphere of Bangladesh, more specifically, on the lives of its young generation. A quantitative approach with self-administered survey questionnaire was used to conduct this research. This study is an attempt to delve into the issue how global culture, rooted in globalization, created zeal in changing consumer attitude and response of the youth in Bangladesh by promoting similar patterns of information and communication exposure, consumption of food, trendy fashion, westernized and fusion music, and family ties and life. These are mere reflection of what Wallerstein, Rosenau, Gilpin, Held, Appadurai and Giddens thought predominant factors to evaluate system encouraging chains between core and peripheral producers and consumers. Youths in Dhaka City have willingly immersed with the ongoing cultural transformation and are changing their practices with each new product that are being marketed with commercial interests underlying the product. Such response and acceptance of global cultural product serve globalized corporations their desired benefits and form a global monoculture. Exclusive practicing of and proper response to global cultural products from youths create enough space for globalized corporations to market suitable commercial products to fulfill the insatiable demands of younger generation which initiate the inevitable cultural transformation. Based on empirical data, this study thus concludes that consumer attitude and response of the youth of Dhaka City is mediating the relationship between globalization and commercialization of Culture.