The article analyzes the scenarios of globalization and cultural models proposed by Swedish semiotician G. Sonesson who describes the global society as a mechanism used by people to understand their attitude towards other cultures. First we consider the hypertrophy of Internal Other that occurs as a result of migration in today’s world of large groups of population. Then, attention is paid to the globalization of fashion, from food to intellectual trends, in terms of the existing transmitting North American culture, having the privilege of sending messages into the global circulation. Finally, we consider the situation in which nation­states no longer function as cultures but are dominated by large companies. Hypertrophy phenomenon of the Internal Other is also considered in relation to the cultural realities of modern Ukraine. We analyze the ideas of Eastern and Western Ukraine’s residents about each other. It is noted that the confrontation of cultural models of Eastern and Western Ukraine’s residents by efforts of politicians always closely tied to the confrontation areas and focused on European values and the desire to preserve the long­standing historical ties with Russia are tendencies, which are considered as mutually exclusive by opposing parties. The article concludes the need to ensure solidarity of the Ukrainian people on the basis of motivated and efficient dialogue between the representatives of different regions of the country.