Every human being is a result, genetic, a structure biopsíquica and the sociocultural context where it is inserted and is developed. Throughout the course of this process, will act and react on everything that it is imposed, and thus building their self subjective. However, in actuality, according to the major changes that the world and humanity are suffering, the individual has been the incorporation of new paradigms unconditional, directly related to the constant social reorganizations. The important thing is to identify all these changes are deliberate and directed by some mechanisms external inductors, whose sole aim is to transform every human being in a submissive, non-compliance with standards, values and customs historically constructed, and manipulate it and manage its life, such that it falls within totalitarian dictates imposed by the information society and consumption. These aim to block dictates the processes of awareness of everything that comes to structuring the real me, preventing in this way, we can make any sequence of logical and sequential reporting to all true knowledge. In concurrent seeks to cause the evacuation of the real meaning of the value of things, especially the human essence, therefore, which aims is to eliminate the critical spirit and the establishment of affective bonds. There is, therefore, that everything is planned in order to transform every human being in one thing, equal to many other existing ones, be a machine, devoid of humanistic values, transforming it into a being available, which presents attitudes and unadvised compulsory, non-aligned and not compatible with their real desires and aspirations.
So there is an obstruction of the construction of the subjectivity of the individual so that it becomes a mere commodity for easy consumption, quickly disposable, manipulated by false truths, that is to trigger the process of destruction of the sense by which the subject is guides in the real world. In this regard, Hannah Arendt stands saying that these factors lead to the man currently living in a world where the mentality and tradition are not better able to formulate appropriate questions, and not to provide significant answers to perplexities, as the mind human no longer function properly. Consequently, the individual subjectivity came to be guided by these false references for individual essence, the ideal of life and truth, and that is why we have witnessed so much cruelty is committed by human beings today, which are caused by disorders of the construction of subjectivity , shocks and crises of existential identity. It is therefore very important that each subject is always attentive and critically positioned with respect to standards and values that the company is seeking to impose, especially with everything that comes to your image, as a part of those assumptions to emphasize the aesthetic value rather the type of ethics