This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in communications and has created opportunities not only for the production of information content, entertainment, and for advertising, but also for the interaction among peers and a vehicle for the transmission of the foundations of their country's culture and their integration to the 'adult' world.
This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in communications and has created opportunities not only for the production of information content, entertainment, and for advertising, but also for the interaction among peers and a vehicle for the transmission of the foundations of their country's culture and their integration to the 'adult' world.
This paper is based on the recent extreme political and economic uncertainty in Argentina and which presented an opportunity to study the relationship between the public and the media mix in this situation.Based on research conducted by D'Alessio IROL, the paper finds the positioning of the media changes in a context of crisis: some increase their audience while others lose audiences, and yet others must reinvent themselves in order to survive.
The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social and cultural phenomenon. The authors sustain, therefore, that there is room for rethinking the need for a new ideological construction and possibly, for a new marketing strategy founded on the culture of the current global consumer.
The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social and cultural phenomenon. The authors sustain, therefore, that there is room for rethinking the need for a new ideological construction and possibly, for a new marketing strategy founded on the culture of the current global consumer.
This paper provides a better understanding of the Latin American Internet market. The relationship between users and Internet in Argentina, Brazil and Mexico has much to do with local culture and habits. Therefore, to attain an in-depth understanding of the Latin American web navigator, different techniques and methodologies were required for each region.