A digital dialogue from the Amazon to the world:

the cultural industry 70 years later

Abstract

The processes of cultural industry in the 40s marked by the presence of radio and film media, leave the 20th century in the way of digitization of media. Adorno conceptualized this reality and Horkheimer highlighting the strength of ownership in the industry, commodifying the sociocultural relations. In the 21st century, the statistics of piracy, the reality of the sampler, the culture of download that could be ongoing challenges for fragmentation/weakening of the industry, have become important strategies for building a dialogue with the market. At Amazon, we use reflection as cut the video clip Xirley Xarque and Malacos the TF, the Para singer Gaby Tumbleweeds, launched in 2011, and the dialogue in the script of the urban periphery with these requirements and digital marketing strategies. This work aims to reflect this relationship between culture industry 70 years after its conception, and the process of gaining the enjoyment of the public ownership of the tools of digital culture to ascend to music industry.