This paper discusses the relations between mass media and urban tribes, by Stafford Beer＇s viable system model （VSM）. During 1950-2010, the influence of media and advertising over individual decision-making process...This paper discusses the relations between mass media and urban tribes, by Stafford Beer＇s viable system model （VSM）. During 1950-2010, the influence of media and advertising over individual decision-making processes has deepened of age range to which have targeted advertising and expanded for Western world, leading the culture diversity, naturally given, toward only one standardized culture prevailing nowadays. In the 1960s they were the women, then the young people during 1970s, and then children in the 1980s and during the 1990s over early childhood, when we learnt to speak （3 years old）, achieving brand loyalty among very young children and the brands of products for this age group. From this perspective, urban tribes have taken control of the lives of young people, offering a false freedom, at the moment of choosing ＂How to be yourself＂ from options given in the market as a ＂catalogue of predesigned identities＂. A phenomenon is so complex, so it requires a holistic framework able to make explicit its components and relations between them and the relationship with internal and external environment. In particular, the VSM provides a way to analyze communication＇s problems thus clarifying： how, when and where, repair and controlling into the organization, identifying strategies to improve decision-making. Given the recursive nature of the VSM, it is possible to navigate within the phenomenon, through different recursions＇ levels. It will help to define more assertive and effective policies by health authorities, education and government in general, and also help someone among young people to see themselves inside of a dynamic consumption and thus can leave the domain and enter into a recta-domain, with more wisdom and consciousness.展开更多
文摘This paper discusses the relations between mass media and urban tribes, by Stafford Beer＇s viable system model （VSM）. During 1950-2010, the influence of media and advertising over individual decision-making processes has deepened of age range to which have targeted advertising and expanded for Western world, leading the culture diversity, naturally given, toward only one standardized culture prevailing nowadays. In the 1960s they were the women, then the young people during 1970s, and then children in the 1980s and during the 1990s over early childhood, when we learnt to speak （3 years old）, achieving brand loyalty among very young children and the brands of products for this age group. From this perspective, urban tribes have taken control of the lives of young people, offering a false freedom, at the moment of choosing ＂How to be yourself＂ from options given in the market as a ＂catalogue of predesigned identities＂. A phenomenon is so complex, so it requires a holistic framework able to make explicit its components and relations between them and the relationship with internal and external environment. In particular, the VSM provides a way to analyze communication＇s problems thus clarifying： how, when and where, repair and controlling into the organization, identifying strategies to improve decision-making. Given the recursive nature of the VSM, it is possible to navigate within the phenomenon, through different recursions＇ levels. It will help to define more assertive and effective policies by health authorities, education and government in general, and also help someone among young people to see themselves inside of a dynamic consumption and thus can leave the domain and enter into a recta-domain, with more wisdom and consciousness.
