Globalization has often been described as a process cultural homogenization. It is interesting to observe, however, that the vast majority of cultural content, phenomena, and products consumed by young people do not have a single origin. Nowadays, popular culture as engaged in by Spanish citizens draws from numerous influences coming from a wide variety of places around the world. Among such places we can highlight Asia and more specifically India.
India has a population of 1,200 million and in many ways is very different from our country. However, there are similar aspects. Both countries share a use of different languages, and both incorporate a diversity of cultures that use those languages as a symbol of their identity, of the vitality of their people. As India has entered the XXI century, its characteristics of being the largest democracy in the world, having the second largest population in the world and being one of the world’s most dynamic economies, have enabled it to emerge as a new international power. A power which, although it faces many challenges, also has the potential to grow.
The demographics of India show that it is a country of young people, with the average age of the population being 25. The population continues to grow, and there is an increasingly strong trend of moving to the cities, where a new middle class is struggling to emerge and define itself, maintaining traditional cultural tastes but also admiring external cultural practices, products and influences. Contemporary culture is based on inherited Indian traditions, gastronomy and Bollywood cinema, all of which have erupted with force in European cities generally. Concomitantly, young Indians also show a lively interest in foreign cultures, and are willing to explore cultural ideas and traditions derived from other sources.
Both Indian and Spanish young people currently find themselves at a crossroads between the forces of existing cultural traditions of past generations and the potential of contemporary cultures at an international level.We can choose to remain silent about this transition, or we can initiate a dialogue that will generate synergies and cultural performances which will nurture new artists, designers and professionals from both countries and, of course, benefit our civil societies.