Investigating the effect of globalization and traditionalism on cultural particularism (Case study of Hamedan)

Culture is the distinguishing factor of societies and groups and the main pillar of the personality and human identity of every nation and we can talk about culture and specific cultural identity. Immigrant acceptance in big cities with different cultures and ethnicities has caused cultural diversity, the culture of native and non-native people has been influenced by two currents of particularism and generalism, cultural separation is one of its consequences. This research was conducted with the aim of investigating the effect of the components of globalization and traditionalism on cultural particularism in the Hamadan city and with the approach of cultural system and Parsons pattern variables, as well as the theories of globalization and traditionalism. The research was conducted with a survey method and using a questionnaire with a sample size of 500 people who were selected by multi-stage cluster method and random sampling. SPSS and PLS statistical software were also used for data analysis. Based on the analysis of structural equations, the research hypotheses have been confirmed, and it tells about the significant impact of globalization, traditionalism, cyberspace, education, religiosity and being an immigrant or a native on cultural particularism. Overall, independent variables explain 67% of the dependent variable variance, ie cultural particularism.