Contemporary mass culture is often considered to be a proponent of bodily and sensual liberation. However, as a matter of fact – regarding its commercial character subordinated to the task of stimulating consumption – it is rather oriented to transmission of definite patterns of bodily behaviours and feelings to its recipients. That instrumentalising external narration of mass culture can be opposed by an individual with an internal narration based on listening to sensations coming from his/her own body and answering the questions: “What do I feel? What brings me pleasure? What brings me joy?”. An ability to create an internal narration is not, however, inborn and it must be learned. Its acquisition in an early stage of life requires interactions between a child and its social partners – mainly parents.
Globalization, paradoxically, often entails revival of local communities. It does not mean, however, coming back to local tradition in its unmodified forms because it is subject to social reconstruction, which exposes it to the risk of changing into a commercial mass culture product. Authentic tradition can only survive when it is supported by spontaneous activities of small groups. The quest for a local identity can be considerably favoured by development of local tourism, which is not so commercialised as other forms of tourist activity. Hence it provides better opportunities to get to know the culture and social life of visited places. Local tourism can become an experience which, in the face of globalisation, constructs identities of local communities. Integrated local communities, being aware of their roots and history, can, on the one hand, open for the changes brought by globalization and, on the other hand, protect their heritage.
Since time immemorial man has been trying to understand his origin and sense of being. He has been seeking to define himself and to find the right answer both through philosophical considerations and scientific inquiries and observations. If we ask what human consciousness is, how it happens that we possess it, how consciousness of our being and agency is formed in us, science will direct us towards neurobiological studies, whereas philosophy refers to its numerous representatives. One of the thinkers who, at the beginning of the 20th century, tried to answer the aforementioned questions, was Merleau-Ponty whose views are discussed in this paper.
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