It is in this context that we consider the intervention in the root of the social matter: the consumption. Therefore it is for the consumption that if the worker imprisons, if excludes, it alienates, it segregates and it distorts values. Therefore it is by means of the consumption that the capitalist system uses all its force. in this direction we will deepen the interventions in order to search the transformation, the development of potentialities and magnifying of the professional actions with sight to the awareness and the incessant search for new paradigms in the construction of the citizenship. 2. CITIZEN OR CONSUMER? The CONCEPT OF CITIZENSHIP AND the CONSUMPTION IN a MARXIST VISION better to explanar the subject Citizenship x Consumption is of utmost importance to contextualizarmos the citizen concept who, in its definition places the individual in the joy of the civil laws and politicians of a free state.
Inside of the capitalist context, the citizen right if confuses with the consumption freedom. Canclini (1997 apud Maldonado, 2011, p.21) standes out that … the social classrooms had substituted its previous rights of citizenship for the right to the consumption. This occurs mainly because this is one of the elements of social inclusion in the current order, that is, the Brazilian citizen believes that the freedom to accomplish its citizenship is related with the consumption power. The capitalist system I infused in mind of the people who we are free and sovereign to exert our right of choice in what it refers to the consumption goods. For diverse reasons it is proved that the consumption desire multiplies social estruturao according to, the media obtains to persuade the consumers for where it wants and it understands, and therefore, it manipulates the desires and necessities of the citizens for the effect demonstration. In Brazil, from 1960 the television was if imposing as a hegemonic media.