Threat to Folk Culture Fear loss of folk culture; wish to maintain traditional values/customs Long established history, change of identity. Folk custom change slowly over time. Increased economic developed = money to buy new popular customs. More technology and communication. Global networks of trade and communication. The more a country develops, the more they gain to popular customs. Loss of traditional values & increase of Western values (US, Western Europe, etc. are the sources of pop culture Cultural imperialism ? dominance of one culture over another Loss of Traditional Values Asia and Africa ? contrast of urban business/gov?t workers and rural farmers in terms of clothing