Las empresas transnacionales y su poder persuasivo sobre la identidad local. Una mirada critica desde el arte y la sociedad

Abstract

This project shows an interest in the reality of our country and how it is subject to the mass of consumption. People consume all the time either through smart phones or the particularity that they have to acquire a great wave of products, products that are undoubtedly imported by other countries and invade with the invisible poverty of those who support them. Consumption as a social model plays an important role in making decision, since the advance in terms of industrial production reveals a change at the scale of capitalism. From the twenty-first century to the present, the culture of consumption and its cross between happiness has come to be measured as an unstable balance between the vanity and greed of different items and the drive on the basis of our welfare state can guarantee alleged economic stability. Today, the production and demand scheme of products has taken a complete turn due to the seriousness that the pandemic has shown and its main benefactors have been the developed countries with the national and international markets and business of masks and it has influenced notoriously in the humanity. The loss of identity and culture has been a revealing event for a long time and the conceptual artistic proposal aims to exteriorize the multiple interpretations gathered from own and voluntary opinions to the critical discussion of the content. Art on avenues by knowledge, is introduced as a result of this work from the idea, because its principles are in being a completely free, decisive and transgressive art. Moments by which it has been established in our lives and the challenges we have as emerging artists have become innumerable. Certainly, the idea is an essential part of the discipline of conceptual art, which in times of pandemic has become fully relevant and has been a driver of the human condition in the current context, capable of echoing the complaints and needs of local identity, which allowed the reader to observe, debate and criticize in such circumstances. The work researched determines a debatable threat from the capitalist system and its approach from the artistic production staged through the virtual world that has allowed us to build social connections, since the record of the work was taken to be shared so that people can relate and become aware of which and where the mass consumption production companies will lead us. Based on research from theoretical sources obtained among the most important ones, the following writings are highlighted: The Culture and Daily Life of Sierra Yuriria, Digital Tide. DC student essays on business, communication and trends in the digital world by Caram Carlos and Hilario Capeans, the power of new technologies or new technologies and power? by Lattanzi Juan and Negative Aspects of National Identity by Delgado José. In this way, analyses of different contents could be carried out to fulfill their respective function.