Lash y Lury nos explican cómo se está configurando la industria cultural global. Global culture industry se sostiene sobre el seguimiento de 7 “objetos” culturales globales:

1. Toy Story
2. Wallace and Gromit
3. Nike
4. Swatch
5. Trainspoting
6. Euro`96
7. Young British Artist (YBA)

Los 7 objetos tienen la capacidad de transimitir varios mensajes y a través de muchas plataformas, canales y siempre a nivel global. En cada caso, los objetos culturales estudiados son la ilustración de la hipótesis central del libro:

Now culture, previously associated whtih the development of human subjetivity, became objetive like any other commodity. (p3)

La propuesta de Lash y Lury es revolucionaria:

Now the message -or content- is a combination of signfier and signified and referent, and the medium is a space or surface of communication. (p.43)

El mejor ejemplo que tenemos para continuar la discusión es el Mundial de Fútbol:

Football is something that is most frequently watched on television. But the content, the football match itself, is a medium, a three dimensional space of quasi-mass communication (the football ground) in witch players, referees and managers communicate to perhaps 50,000 fnas. The fans are enthusiasts, lterally fanatics, almost specialists, and as sucha part of the football field themselves sense. The message, the content that the television broadcast watcher receives, is thus a content that is already a communications medium. That is, the content is a combination of match and its reception by a highly interactive audience (the crowd) which is so interactive as to be part of a spectacle itself. (p44)

A leer a Lash, muchach@s.