Abstract

SAMPER, Indira. ANALYSIS OF CULTURAL HEGEMONY AND ITS IMPACT ON COMMUNICATIVE DEVICES IN LATIN AMERICA. ReHuSo [online]. 2018, vol.3, n.1, pp.51-58.  Epub Apr 17, 2018. ISSN 2550-6587.  https://doi.org/10.33936/rehuso.v3i1.1234.

The present work is a scientific essay that aims to perform an analysis of cultural hegemony from its functionality in the current world from the mass media. The central theme of the study is focused on understanding the importance of the cycles of domination and dependence in the neoliberal globalization that is managed from the mass media and that form a process with the type of development historically understood. Similarly, the contribution of consumption by the human being to satisfy basic individual and collective needs is deepened without reaching the superlative of the term, that is, consumerism. As conclusions, it is proposed that the answer lies in finding new ways, in better managing social marketing, in business competitions that we achieve in national spaces, in creating values that are more similar to current times.

Keywords : cultural hegemony; neoliberal globalization; social marketing; Mass Media; national spaces.

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