Resumen

FORD, ANIBAL. The construction of Discourse on Global Problems Multiculturalism: Residues, Commodities and Pseudo-amalgamations. Signo pensam. [online]. 2012, vol.31, n.60, pp.85-95. ISSN 0120-4823.

This article deals with the way in which global problems break into the contemporary mass media and advertising agendas. It is frequently assumed that poverty's, inequality's, and migration's agendas have been present in mass media's production, yet the way in which the former problems are incorporated turn out to be "dubious" if only because we are facing a typical contemporary socio-cultural phenomenon whereby information on critical problems are displaced or transferred to genres that belong much more to what we could call the social imaginary sphere rather than proper public opinion. Thus, for example, the creation, in publicity and advertising, of what is known as brand name impact by playing with the representations and cultures of "others" or by using the aforementioned global problems as effect devises, residues, pseudoamalgamations or sheer commodities.

Palabras clave : Global agendas; symbolic constructions; multiculturalism; mass media; publicity.

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