Abstract

This text will focus on the transformations of the practices and ideas of communication in recent history and in the context of the globalization. The lecture will examine first persuasion and then manipulation and seduction. These second issues are explained through the fact that in the context of the rise of mass as historical subject, conscience, and thus persuasion become obsolete. The approach examines the theoretical model of communication in this two historical contexts and concludes that a partial sector of communication, "therapeutic communication", tends to model nowadays the process of communication as such. Based on the new practices and theoretical models of communication a new type of ideology appears, an ostensive one