The state of affairs in present day capitalism could be exemplified with the logic of multinational companies and their top down distribution or dissemination of the branded commodities worldwide with a high level of sensitivity to local tastes and habits. Namely, the very term "glocalization" was conceived in the field of economic analyses and used to emphasize that the global outreach of a marketing campaign for a product is more likely to succeed when it is adapted specifically to each locality or culture where it is being promoted. In the sphere of placement of products related to art and culture in the global cultural economy, it comes to the point that a geopolitically infused 'local flavor' to the works conceived upon the globally accepted paradigms, markets art projects in a much more successful manner then their conceptual background and inner-artistic references.

As opposed to this stereotype model of cultural consumption of the local as imposed by the market mechanisms of "predatory" capitalism, we would propose a bottom up initiative based on various local case studies. We would like to give a theoretical framework to the issue of "glocalization", as well to analyze how images, meanings, spatial concepts and values associated with specific localities are generated and circulate within the global cultural economy, and how this process could be negotiated in a form of a glocalogue.

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Antonia Majača
Editor-in-chief