Globalization: Relation between Local Identity and Cultural Attitudes among Academic Young Persons of Yazd

The study of globalization in contemporary world is one of main concerns in cultural studies. This problem especially in relation with young people has more importance, therefore the study of globalization&#39s cultural effects among young generation, especially academic young as a problem is scientifically researchable. This study has been used theories of Ronald Robertson and Stuart Hall. This research as a goal has been done to explain the relationship between cultural attitudes affected by globalization and local identity among academic Yazdian young. Methodologically, this research has been done as a cross-sectional survey. Population of research included all Yazdian academic young (18-30 years old). Sample size has been considered 400, and the sample had been chosen by quota sampling method. Data has been collected via self-administered questionnaire and has been extracted with software (SPSS). For analyzing data these techniques had been used: Pearson correlation, Stepwise Method of multiple linear regression. There is a significant negative relationship between cultural attitudes influenced by globalization and local identity. The findings show that consumption of media and religiousness are two important variables in explaining the sense of local identity and the respondents` cultural attitudes affected by globalization, the use of foreign media has multiplier effect on cultural attitudes affected by globalization, while the use of domestic national media has a suppressor effect on it. Also the use of local media and then religiousness has positive effect on Yazdi local identity, while the use of foreign media has negative influence on it. Finally, there is a significant negative relationship between cultural attitudes affected by globalization and local identity.