This system of production is dominated by the logic of the circulation of the capital. To the quality production a marketing is added and the type of specific consumption. The author also attributes that the demand is who determines the production. Thus, the economy perpassa for the consumption society, with the personalization of this to seduce the individual for its values for offering goods and services to it. The capitalist system is negative, therefore also it is used of cultural, aesthetic factors proper when making its promotion. Today it appears a fashion and cultural products programmed by the tecnocincia (science + present technology in day-by-day).

‘ ‘ The tecnocincia invades daily with a thousand devices and services, but it does not offer to no moral value beyond the hedonism consumista’ ‘ (SAINTS, 1989, p 73). These societies aim at only profit and power. The lives if break up disorderedly in images, digits, signs. After-modernismo it is invading (and bad, therefore), therefore penetrates in the daily one with the technology of individual mass and, with the objective to saturate with information, diversions and services. In the age of Computer science if it deals more with signs of what with things. That is, the technology programs each time more the daily one. Moreover, the machine made to withdraw the tradition, the religion, the moral and dictated new freer, urban values, but always atrelados to the social progress.

Finally, it created the industrial mass and the individual machine, alone in the collective one of the metropolises, desumanizado. Harvey affirms that the excess of information cause the precocious esquecimento of the facts. The individual in the after-modern condition is submitted to a bombing of fragmented information that never form a unit, with important cultural, social effect and politicians.

Socioeconomic Structure

Characterized for the evident degradation of ' ' ser' ' in ' ' ter' ' , the current socioeconmica structure, based in what it is ephemeral and apparent, causes the life a devastadora inversion of values. The individuals, influenced for the experience in way to a market of consumption marked for the competition, had started to enxergar the other as an enemy in potential. Ahead of this, between superficial relationships, self-centered values and attitudes that prioritize the immediate one, the altruism goes if fainting and if becoming a rarity in the world contemporary. In ' ' Lquido&#039 love; ' , the Polish sociologist, Zygmunt Bauman, discourse on the fragility, superficiality and efemeridade of the human relationships. For it, in a world that if molds easily, therefore lives in constant transformation, the flabbier and uncommon human bows are each time.

In fact, the after-modern society is each time more mechanics, more indifferent and little human being. If before the friendship prevailed, today if enaltece the money; if before the sex crowned the love, today meets practically disentailed. This, however, does not happen unpunishedly; the respect and the consideration with the other, from this, already are born disfigured, to the step that the individualism and egocentrismo start to invigorate. In the Greek myth, Narcissus loved itself unconditionally. It appreciated its voice, its body and its feio.

Certain day, Narcissus gets passionate itself for a voice, of the beautiful ninja Echo. Palatveis to the ears of Narcissus, however, was not the words that Echo said; they were the words that he himself pronounced and Echo, cursed for this, reflected. Therefore, she saw when it, she rejected it cold to Narcissus and it, amargurada, meagered. Analogous, the world contemporary meets full of narcissuses, self-centered and indifferent individuals to the others. For them, the proper image and enaltecer of ' ' eu' ' they are the priorities. Thus, they are felt in the right to ignore and to menosprezar the other, acting cold with regard to the other, to collective, to the world. The proper imediatista with regard to the natural resources, proper thought of the capitalism, discloses the one that degree the altruism was debased. Although they are projects, treated and agreements that try to brighten up the current ambient problem, little has been seen in the practical one. The fact is that still if the market logic reigns, where time constitutes money, and as measured ecologically coherent more they are delayed, are also economically impracticable. In fact, the sense of shared destination inexists. to such of the support, that values the efficiency in the extration of the natural resources and thinks about the resources of the future generations, is left as the plain one. From this, the self-centered and imediatista character of the society is inferred contemporary. One is about a society whose deeper values, as the respect and the altruism, that really become the life human being, have been forgotten, abandoned and embedded under one rubbles ' ' logic moderna' ' in which &#039 prevails; ' eu' '. Unhappyly, only the re-education and the rescue of some of these important values signal as coherent solutions in this world insensato, characterized for the accumulation of mistakes, narcissuses and imediatismos.