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Some researchers have argued that as culture is the foundation upon which people build their identities, such cultural exportation may jeopardize the national identity of citizens of ‘importing’ countries.
If I am not mistaken, under "exportation" the author means "spreading" but what does he mean by saying "importing"?
Some researchers have argued that as culture is the foundation upon which people build their identities, such cultural exportation may jeopardize the national identity of citizens of ‘importing’ countries.
The term importing countries refers to countries that take in such foreign culture. This could be through immigration or other means.
An importing country would be a county that imports (= buys) products from other countries.
exportation refers to the act of exporting/sending/spreading. An exporting country, in a way, promotes its culture by selling its products.
Imagine your country stopped producing goods locally, and began importing everything you consume on a daily basis from other countries. Over time, you would get accustomed to other countries' products (and, partly, to their culture) and start forgetting your own. This would put your national identity in danger, as the author suggests.
