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Abstract
This reflection article shows through the theory of communicative action (Habermas, 1989), the social order comprehensive and analytical possibilities. In that case the constitution of social order is presented as antinomian, while social interaction emerges from intention or imperative sentences, and social action becomes, at the same time in something purely instrumental. Under these comprehensive and critical perspectives of the social order it is also possible to simultaneously raise the role of technology and mass media for social interaction from the classic communication model in which are involved mainly: the sender, the message and the recipient. This approach suggests a more strucutal analysis of the model the importance of each element relative, given the complexities of the contemporary social world, including rationalization and the nature of open societies. This analytic restatement suposes the understanding of the cultural industry -beyond-the Frankfurt School,- whose capitalist essence produces mass culture but, dialectic tension facing the elite or educated culture and popular culture in an area of permanent conflict. Finally, the role of these mass media, which under the logic of economic and political powers express the intention of uniformity or massification of social actions but the peculiarities process in which possibilities to discuss and rethink the power of mass media from the social agents who nevertheless, show certain everyday satisfaction, emerge with the capacity to discuss and rethink politically and discursively their importance as privileged transmitters in the contemporary era.
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