The evolution of new information and communication technologies, since the mid 70’s, has allowed the development of a series of tools, that represent not only a promise to build an information and knowledge society to overcome social, cultural and educational inequalities, but also a way of managing to accumulate more and more data of individuals.
In this process, which can lead to several ethical-political issues such as the construction of an increasingly under surveillance society and the breakdown of private and intimate spaces, both States and companies get much more information of the daily actions of individuals, from what they buy in a supermarket to their bank transactions, from visited pages on the Internet to their geographical location by using cell phone chips.
This dynamic is also used by advertising communication and marketing, which rely on these processes called data mining to know more about their publics or consumers which are more and more dispersed and heterogeneous.
Today, the consumer - to whom social research recognizes greater activity in consumption and not only mere receptivity, according to the proposals of Cultural Studies, - is not that homogeneous individual at whom advertising campaigns aimed until the 70’s, but an increasingly fragmented one that needs to be approached with a more segmented communication.
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