The consumer between mediations and mediaization

Abstract

The article discusses possibilities of comprehension of the consumer in the context of communication and consumption studies, from the theoretical relationship between the approaches of cultural consumption mediations and their mediatization  processes. The text points out the different forms of perception of the subject consumer in Latin American perspective of cultural mediation and the European Nordic concept of mediatization. The combination of these theoretical approaches seeks to strengthen the idea of theoretical and methodological complementarity possible to understand the place of the subject consumer in communication and consumption studies and its dimensions mediatized by interaction processes, materialized in logic of participation, engagement, traffic and creation, given on the links senses established between brands and consumers. This paper tries to show this theoretical framework within e Latin American thinking on communication and consumption studies.