The paper addresses the concept of linguacultural globalization and analyses its sociocultural and linguistic manifestations in different geographical areas. With regard to it, the authors try to pinpoint such phenomena as linguistic hybridization, glocality, mosaic mentality and multiple identity in culture. At issue is also the increasing value both of ethnic languages and of the global lingua franca, which has entailed the necessity to explore various language spheres and the limits of quantitative cognition methods. This perspective invokes us not only to appeal to the paradigm of general linguistics with reference to Humboldt's linguistic philosophy, but also consider mainstream tendencies of current political and economic reality. (C) 2014 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/).