ABSTRACT
The IBM advertisement of an individual stranded in the jungle who is able to reach out to the world through the magic of a laptop computer exemplifies admirably the present post-modern condition. Humanity currently inhabits a world that is dominated by a phenomenon known as the digitalization of culture, a phenomenon closely associated with the new market culture of Coca-Cola and MacDonald’s, or what David Morley and Kevin Robins call the 'cocacolonization' of the world. The year 1974 marks a turning point in terms of Portuguese cultural productions. The country was decoupled from its overseas territories and the idea that Portugal was the center from which history was made lost its validity. Lourenco's view regarding Portugal’s place in the world stage, which tends to minimize the turmoil that followed the 1974 Revolution of the Carnations is not shared by a great number of Portuguese intellectuals.
