CULTURAL GLOBALIZATION: A CONCEPTUAL PAPER ON NEGOTIATION OF CULTURAL IDENTITY AMONG YOUTH IN MALAYSIA

Abstract

Malaysia is well known for its rich tapestry of ethnicities and culture and is now experiencing a significant shift due to globalization. This increased interconnectedness brings a flow of global cultural influences, particularly impacting the nation’s youth. The conceptual paper explores the complex negotiation process of Malaysian youth as they navigate global culture against their own ethnic heritage and national identity. The constant exposure to Western trends and homogenizing forces raises questions on potential erosion of the local culture practices and traditions. It also presents challenges to the formation of stable cultural identity. Malaysian youth, particularly those residing in urban areas with easy access to social media and trends, find themselves negotiating between their ethnic traditions and the allure of global pop culture. This research delves into how young Malaysians navigate this complex landscape, grappling with the question: How do they negotiate their cultural identities in the face of cultural globalization? Specifically, it seeks to identify the key influences of global culture among Malaysian youth including media consumption, fashion trends and others and examine the strategies employed to negotiate their cultural identities. To further understand the phenomenon, Identity Negotiation Theory is applied. This theory proposes that individuals actively construct and negotiate their identities through social interactions. It emphasizes the interplay between personal and social self-views. For future research agenda, a qualitative method will be employed to offer a nuanced perspective on the multifaceted relationship between cultural globalization and identity formation among youth. This research is able to contribute to the discourse on cultural globalization and cultural identity among youth in Malaysia.