A local artisan in a small town in India creates traditional handicrafts that are suddenly popular on international online marketplaces. How might cultural globalization influence the artisan's ability to sustain their craft and community identity in this scenario?

Cultural globalization lets the artisan’s work reach a worldwide audience, so they can earn more money and keep producing their traditional designs, which helps preserve the craft. At the same time, the influx of foreign buyers can pressure the artisan to change colors or patterns to meet global tastes, risking the loss of original motifs that define the community’s identity. By setting clear boundaries—like keeping certain sacred symbols exclusive to local markets—the artisan can protect cultural meanings while still benefiting from sales abroad. For instance, a hand‑woven shawl sold on a global site may be produced in the same style as before, but the artisan might refuse to reproduce a symbol that is sacred only to their village, thereby sustaining both economic viability and cultural integrity. Thus, globalization offers financial support but also requires careful choices to maintain community identity.