Papers - Conference 2009 - Institute of Latin American Studies

AbstractIn the past two decades, globalization has become a popular term to explain the spirit ofour time, society and future. Therefore many studies about globalization in different areas havebeen developed, as in economy, politics and culture. However some relevant agents and aspectsof this transformation process have been somewhat overlooked by academia. Thus is importantto note that media both plays an essential role in acculturation processes and has singular effectsin distinct societies. Moreover inegualitarian and rather culturally closed societies, as the Brazilone, may see developed nations‟ cultural goods and values, transmitted by foreign mediaproduction, as sign of high status. Thus, when the elite have the means to get in touch and absorbwestern signs prior to the masses – among other ways, through paid media-, what we may haveis a scenario where western music, movies, TV series, cultural values, language, subcultures,etc., become fashionable products, as status raising tools in class conflicting societies.Key Words: globalization, westernization, acculturation, Brazil, class, status, media, popculture, digital exclusion.2