In modern world we are witnessing changes and transformations of what is 'ours' and what is 'foreign'. Cultures, as a laboratory of meaning, is thus forced to constantly adapt, change, transform or resist. In the presented text the main role is given to two civilizations, the East and the West, and the emphasis is on the changes and transformations of the latter – the West. With theoretical analysis, I investigate what kind of modern cultural changes the West has undergone since 1960s and what is happening to the West throughout this process. British sociologist Colin Campbell in his work defends the thesis that fundamental changes are taking place in the Western mentality, which are changing the Western ethos and the traditional Western ethos and worldview. The entire traditional Western viewpoint was easternized and the traditional Western cultural paradigm was replaced by an Eastern one. Using the comparative method, I further confront Campbell´s theory with some of the most vocal critics of this theory and with the theory of Orientalism, which presents the diametric opposite of what Campbell called in his work the easternization of the West. All the knowledge West possesses about the East is mere representations that are heavily subject to regulations and control by Western imperatives, perspectives and ideological prejudices. As a result, we are talking about the reproduction of cultural hegemony, and therefore we certainly cannot talk about the easternization of the West.
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