POPULAR NO RATING SOVEREIGNTY OF THE POPULAR COMMUNICATION IN LATIN AMERICA

Based on a popular approach in construction, this essay focuses on the original concept of human communication. Similarly, approaches to the debate on the popular cultures in Latin America, built from the subjects, characterized by two apparently conflicting elements, which are intermingled. On the one hand, subjects are consumers of supply and cost-effective global mass media, which responds to the hegemony rating and the capital. On the other hand, are producers of cultural meaning and symbolic imagery own, resilient and at times contradictory. The popular communication promotes local production and regional citizen participation, integration and social change, equality and democracy. This view of popular communication, is part of the changes that modernity has made in Latin American countries, and also defines the popular culture, not as homogeneous mass, passive and dominated by the mass media, but aware of intersecting Expressions of social backgrounds, tastes, fashions and various customs in search of the building of cultural communities of meaning and respect human rights.