The New Technologies and the Paradox of Global Consumption

Abstract

The objective of this research is to analyze advertising as a means of mass communication which influences consumption patterns and affects social reality. The problem questions how advertising induces consumers in the midst of technological evolution. The methodology was developed through hypothetical-deductive method which is structured into three segments – mass media communication, advertising, and globalization and consumption. It is concluded that the media contributes to the construction of social reality and that there are many possibilities of consumption as it sells satisfaction, educates the consumer and ensures that information is important.