The contribution of cultural studies to the understanding of contemporary consumer

Abstract

The evolution of the communication theories formulated in the 20th century are historical and conceptual related with the techniques and strategies used by the marketing communication. Have emphasis, among the communication theories, the cultural studies, which, principally on the decades of 60 and 70, rendered a paradigm modification on the ways of understanding the consumer. He let to be understood as a passive being, directly influenced and manipulated by the media, to be a social actor inserted in a cultural environment where exists a bilateral relation between them. The referential shift is showed also in the marketing orientation, which lets of being focused in sales and starts to focus on the consumer.