The article focuses on various ways of understanding the category of locality, which was mainly influenced by the changes showing in contemporary culture. In modern societies, which are internally diverse and entangled in various media contexts, the understanding of locality as a spatial category – a paradigm of traditional local community – has gradually been losing its adequacy. Arjun Appadurai had a great influence on remodelling and redefining this idea. His concept of “creating locality” as an emotional structure required analysing the category in con-nection with the process of creating a neighbourhood, also the virtual one. The relations between locality understood in such a way and global culture disclose the local manner of media trans-missions reception, and the category of locality, in turn, appears as the place of concentration of global characteristics. A separate issue regards the contemporary existence of the category of locality as the constituting value of “little homeland”, using traditional folk culture to defend local communities and manifesting its uniqueness outside of a given region (the ideology of the so called new localism). This is connected with institutional and media actions used to “practice locality”, reactivate old ceremonies and rituals, which create the feeling of regional identity. This process requires redefining the concept of folklorism in contemporary culture.