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In contrast to these homogenizing effects, some people would argue that globalization can also reinforce local cultures. In India, for example, satellite TV permits an increase in the number of regional channels, many of which can and do telecast Indian content. This gives an Indian individual new opportunities to identify with his regional ties. Similarly global companies have to take into account the culture of all the countries where they conduct operations or sell products. This can also enhance cultural awareness.
Many observers have speculated that the homogenizing effect of globalization on national cultures in fact tends to produce a reaction among people which leads them to want to reaffirm their own local traditions. Author Benjamin Barber in particularly has made the case that the sometimes violent reactions against the West by elements within Islamic society may be seen in this light. Barber argues that these movements may be seen as negative manifestations of a broader desire to reaffirm their traditional cultural values, against the disruptive onslaught of Western beliefs.
For example, capitalism favors a more fast-paced environment and a consumer culture, which differ from the lifestyle that people in some countries are used to. This is particularly hard to accept for people who are afraid of change and want to preserve their traditions.