AMERICANIZATION AS A DANGER TO THE HUMANISTIC VALUES OF THE PEOPLES OF THE WORLD

International processes always were characterized by a reciprocal and mutual influence and interpenetration of cultures, by internationalization of the most advanced values of human life, which showed their efficiency during the centuries and millennia. Many peoples and societies with different characteristics and value systems (collectivist or holistic and atomic, classical and relatively young) participate in these processes. Especially in the era of globalization have been evident contradictions between cultures and value systems of the peoples. The article shows the reasons for these differences, the inadmissibility and contra productivity to impose values of the individualist societies upon the peoples with millennial cultural traditions.