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MEDIOS DE COMUNICACIÓN, TEMPORALIDAD Y DINÁMICA CULTURAL POSTMODERNA

ABSTRACT The dynamic effect of the conflict of abstractions that make up the "globalization" represents the development of a new "informational atemporality": the absolute loss of reference to the future and the past, and the total spatialization of a social life that refers to the Absolute Market Identity as reference model. The latter is also segregating and hierarchical of some socio- cultural differences that are valued according to their degree of approximation of the Model. We must, therefore, propose new temporal experiences, more plural, multidirectional and fully "futurized" which must constitute a transforming alternative to the normalizing consequences of the Great Capitalist-Control Net. The new principle of the "multiplicity of stories" will have to be used to think out our multicultural reality in an hermeneutical and transcultural sense. That is to say, making the identity, or rather the idea of self into the dynamic place from

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