Abstract

Cultural globalization characterized by the worldwide spread of ideas values media and consumer products has dramatically reshaped societies across the globe. While it has facilitated intercultural exchange and connected disparate communities it has also triggered profound concerns regarding the survival of indigenous traditions languages and ways of life. This paper explores the relationship between cultural globalization and the erosion of indigenous traditions focusing on how dominant global cultures—especially those propagated through Western media capitalist markets and digital technology—challenge the continuity and authenticity of local practices. Through theoretical perspectives and global case studies particularly from India Latin America and Africa the paper examines the mechanisms through which indigenous cultures are marginalized commodified or assimilated. At the same time it highlights the resilience and revival efforts undertaken by indigenous communities to preserve the