ABSTRACT
The third communicative and cultural revolution, that of the electronic media, is unfolding in a framework that has seen a shift from modernity to post-modernity which is further characterized by globalization (Myerson 2001). Modern or Fordist society has been subject to tumultuous changes (Appadurai 1990; Harvey 1989; Jameson 1991; Lyotard 1979; Spivak 1999; Tomlinson 1999). We quote just some of these: the end of great narrations such as control of the collective imagination, the fragmentation of genres and tastes, the enormous diversification of the supply of and demand for products, the demise of the factory as the dominant social model, the multiplication of work typologies, the proliferation of family models, the overturning of the relations between material and immaterial work in favour of the latter, the spread of the logic of reproduction in the production of exchange values, the global extension and integration of industrial and financial activities, and so forth.
