RESUMO O artigo defende que a sobrevivência da diversidade ocorre hoje por meio de uma institucionalidade mundial que envolve a cultura e é capaz de interpelar os organismos globais. Afirma ser necessário que a reflexão ultrapasse o determinismo tecnológico e o pessimismo cultural, de modo a pensar não apenas na perversidade da globalização, mas em suas possibilidades. Ao concretizar uma ideia de unificação planetária, a globalização apoia-se na técnica, da qual resulta uma revolução nas comunicações, com o mesmo teor contraditório: fonte de desigualdades entre setores sociais, culturas e países, mas também capaz de potencializar a associação, a participação democrática e a defesa de direitos sociopolíticos e culturais, ativando uma expressiva criatividade. Esta é marcada por um modelo de comunicabilidade em rede, interativo e conectivo.
A B S T R A C TLatin American communication research shows an increasing convergence with cultural studies in terms of its ability to analyze communication and cultural industries as a matrix for both the disruption and reorganization of the social experience. The article argues that it is imperative to reflect on the way in which communication has been transformed into a highly effective mechanism for the insertion of all cultures -whether ethnic, national or local -into the sphere of the market. The article explores the changing configurations in the field of communication research in Latin America, noting the shift in focus from mediation to media and the increasing contribution of an ethnographic perspective, which seems particularly promising when applied to the younger generation's cultural trajectories.Doing research in communication in Latin America today means reflecting on a process in which what is at stake is no longer, as the old Frankfurt School used to think, the dis-sublimation of pseudo-art (seen as cultural industry) and its simulated reconciliation with life, but rather the emergence of a communicative rationale, whose mechanisms of displacing and off-centering fragmentation, a compacting yet globalizing flow, a hybridizing and dematerializing connection -somehow engineer the turning of society into a market. Instead of the dialogue and consensus that Habermas saw as the origin of the communicative action (despite the discursive opacity and political ambiguity introduced by technological and commercial mediations), what we need to reflect upon is the communication hegemony of the market in our society, the transformation of communication into the most effective device behind
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.