Copywriting and social networks: the challenge of globalization

Keywords: advertising; globalization, consumption; surveillance capitalism; 21st century


The 21st century and the globalization to which the world has been dragged into, has created a society that cannot exist without social networks, and that through it is confronted with a series of complexities, including advertising as a vital element for the transfer of value and products. With the advance of technology and the means of access to different products, social networks occupy an important place in the positioning of consumer objects. The article seeks to reflect on the challenge of globalization in the copywriting profession and how social networks have helped to maximize the complexity of the 21st century. For this, a bibliographic analysis of specialized sources on the subject was carried out, emphasizing mainly the use of the English language as a transmitting agent of culture and exogenous ideologies, the scandal of surveillance capitalism that bursts into the privacy of Internet users, and finally the phenomenon of social networks. It is concluded that the profession of the publicist is not only a technical and creative issue in favor of a brand but also encompasses an ethical responsibility in the face of abuses by companies that collect data without consent, implies an important role in the preservation of cultural values and should be taken into account with greater attention.


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Author Biography

Diana Anzuátegui Macías, Voronezh State University - Federación Rusa

Master's Degree in International Relations and Bachelor's Degree in Social Communications


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How to Cite
Anzuátegui Macías, D. (2021). Copywriting and social networks: the challenge of globalization. Religación. Revista De Ciencias Sociales Y Humanidades, 6(30), e210872.