Crítica cultural y cultura de masas. La institucionalización de los estudios culturales ante el cambio social.

Abstract

The processes of production of the collective identities, the transformation and the acculturation of the forms of popular expression today they are shown us intimately connected with the dynamics of the social communication. In fact, the same notion of culture assumes, as indicates Williams, a communicative act in continuous dialogue with the other and its time. In the mass media, in the advertising and journalistic activity, in the cultural production industrialized, the cultural identities are produced and they conform through a complex process of symbolic consumption that requires to know in detail the bonds and existing relations among the mass media, the media cultures and the forms of popular expression in the contemporary companies. The consideration of these and other central questions in the study of the communication and the culture constitutes a line of investigation to consolidate as horizon of strategic knowledge in the comprehension of the media, the contents and the processes of public communication that transform the referring and cultural bosses. In this article, the scientific principles of this new perspective of analysis they are outlined, the terms and present tendencies of the academic debate, as well as the intellectual challenges of the investigation in communication in the framework of the cultural transformations initiated with the process of construction of it called global company of the information.