Manguebeat essays

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.