Values and Cultural Identity in the Context of Communication

Globalization has accelerated the exchange of labor and capital and gave the hope of social progress and economic prosperity to nations. It has also led to rapid cultural exchange as well as the need for effective cross-cultural communication. Cultural exchange means modification of values as well as cultural ones. However, these exchanges are not simple. It turned out that nations are not ready easily and thoughtlessly adopt all the proposed values. This is because many of them, conditioned by historical traditions and local customs, are opposite of other nations cultural traditions and mentality. Therefore, the problem of the preservation of cultural identity is still not lost its relevance. As historical experience shows, knowledge and enhancement of our own values mostly helps to develop immunity of alien unacceptable values. It is only possible when there is a clear understanding of what values are, what place it occupies and what role it play in the individual's and in society's life. The paper precisely analyzes the values in the system of society's moral values security and development, their place and role in preserving the cultural identity in the context cross-cultural communication.