Overview

As we know, globalization, or the third stage of world capitalism, has led to the colonization of contemporary cultural models, thus causing culture to be absorbed by the market, and increasingly imposed around European and American nuances. The media and advertising have become enormously important based on this reference to culture, generating a market-based production in which it is no longer possible to talk about anything that is not linked to this new reality. As a result, the cultural product is increasingly becoming a commodity, accentuating the discussion about its immunity from the influences of capital in post-modern society, as Pellegrine suggests (1999, p.181). This stage of capitalism is marked by the consumption of the commodity itself as a process, where old vestiges of the past can be found, creating a systemic continuity of the old only with new packaging.

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