New Technologies

When transforming citizens into consumers, the mass culture inaugurates, also, the distanciamento of the press with the principles that had given origin to it and marked its trajectory. The advent of the new technologies of the communication had designated new revolution, when offering – for intermediary of the digital medias and all its apparatus, aceleradamente, innovator and renovador – to, before, passive receiver, new perspectives of sharing and management of the information. Currently, we live a more radical, irreversible and paradigmtica revolution, still, brought, mainly, for the almost infinite potentiality of the use? for the good and the bad one – of the Internet. Then, as we could impute (only) to the press the crisis of values of the society contemporary? In principle, crisis can be meant as moment of rupture of the status effective quo for the establishment of new paradigms. In this manner, the crisis of values is installed in the scope of the norms, moral and practical procedures of a society. The crisis, therefore, never she will be Ethical, therefore it is of the scope of the moral. It is fact that the press, of the current times, the media in general – using itself of the universal prerogatives and constitutional of liberty of speech, submitted that it is to the force of the capital, the propaganda and the marketing – leaves gaps (moral) in the fulfilment of its social paper.

The ominous marketing force of the propaganda (more than what the advertising), unhappyly, surpassed the pages of the classified ones, it invaded the miditicas pages and screens, and, exactly the urban space, occupying the place of the notice. But, exactly with this desvirtuamento, if it cannot impute to the press? that, in fact, of free expression nothing it has – the responsibility for the crisis of values because passes our society. Great part of this responsibility has its root in the desvirtuamento of the Politics, mainly, in what it says respect to the public politics in all the government spheres, arrives in port in it of financial and budgetary resources, in the priorizao of related governmental programs to right, to the health and the education. The media does not create, does not invent, not abduz, simply, translates, reflects, divulges practical desires and, before, adopted and circulating in the space of the culture. In this manner, the moral and civic crisis that if installs in the society contemporary comes, over all, of proper it. In fact, the press, really, exempts would assist very to the formation of a people lead to the permanent process of education. The responsible press for its social function could, yes, to help to promote new revolution; the revolution of the critical conscience, the judgment of value, the discernment and the criterion on what it must, or not, to invigorate as ethical principle. Not having this reflection, the colonialismo, the consumerism and the escravismo will continue marking with iron and fire our skin, reflected in aesthetic, but, nor the always ethical ones, parts advertising executives who, to the one propagandear in them, portray, without d nor mercy, our coisificao, divulged and vulgarized, as we are, for the press that does not want (perhaps nor it can more) to assume in fact its social role to take care of to the information lack and an expression right, essentially human. ngela Maria Mirault Rabbit? Doctor and Master in Communication and Semiotics for the PUC of So Paulo

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