Ciro Marcondes 32 turing, in the way men came to see its own society. At that time, in the 20th century, Communication schools emerged, which did not always manage very well to account for their importance and their historical object. I would say that Communication was the most important factor of the 20th century but also in the 21st century when it also started to assume the main role in society, and this fact made it, indeed, become decisive in this construction of reality from the means of communication. 2. The current era Our time would not fail to be the main one, the one that most interests us at this moment of communication, precisely because it is the moment in which we live. It is the moment in which today we dedicate the greatest concern, the greatest in- terest to discussing. Because communication, which, so to speak, would have played a secondary role in its beginnings, and then became important from typography and from some human transformations that transformed sensitivity in several different times, today it becomes, or, more importantly, so to speak, the equipment that combines us, that organizes us in this social life, and in a way imprisons us. Why? Because we know that the big media were, for a long time, funded, led, controlled by big capital, and big capital not only produced newspapers, and maga- zines but also invested in the cultural area, in glamour, in the way in which the media developed. Not only now, the printed media, newspapers, maga- zines, but the radio, which also appeared at that time in 1918, and other devices started to appear in the 1920s, especially television and cinema, which also occupied a very important space in the social imaginary. This is not without results, with- out effects, without impacts on society. On the contrary, this made these societies acquire a new dimension at this moment, that dimension that was, so to speak, passive, in communica- tion, becomes fully active. A basic characteristic of this epoch is that man can move from the center of attention to the periph- ery, thanks to the reproduction devices that take his place, that occupy his place. Moreover: these societies are marked by the
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