Efecto del uso de redes sociales en la identidad y cultura de sus consumidores: análisis sistemático de literatura

Abstract

This document collect the positions and theories of a variety of referents that expose their judgment on the effect that the use of social networks produces on the identity and culture of its consumers, based on the idea that it is in the digital stage where it is being managed currently communication. To develop the process of collecting and selecting literature, the topic is divided into 2 categories of analysis that correspond to "Digital oligopolies and cultural industries" and "Identity versus globalization in the digital environment" with which they could be identified as the Social media are used as the new instruments of the state and media oligopolies, who act interdependently to exercise power, control and vigilance over society, while it feels free to surf the internet. Also, cover fundamental matters to answer the problem question, including: algorithms as a mathematical recipe for social networks such as Facebook, to guide and define behaviors that useful for the cultural industry in its capitalist project; globalization as a phenomenon of cultural synchronization clings to postmodern ideology and the standardization of content in order to homogenize identities.