Cultura Mainstream: Cómo nacen los fenómenos de masas by Frederic Martel

By Frederic Martel

¿Por qué triunfan Avatar, Shakira, Spielberg, Mujeres desesperadas, Slumdog Millionaire, Disney, Michael Jackson o M.T.V.? ¿Cómo se fabrican los most sensible , los discos superventas y los grandes éxitos de taquilla? ¿A qué se debe el predominio de l. a. cultura estadounidense y por qué está ausente Europa de esta gigantesca batalla cultural a escala mundial? Para responder a estas preguntas, el sociólogo y periodista Frédéric Martel ha llevado a cabo una ambiciosa investigación de más de cinco años por treinta países, entrevistando a mil doscientas personas en todas las capitales del leisure, de Hollywood a Bollywood, de Tokio a Miami, del cuartel basic de Al Yazira en Qatar a los angeles sede del gigante Televisa en México. Y su conclusión es inquietante: l. a. nueva guerra mundial por los contenidos ha comenzado. En el corazón de esta lucha: l. a. cultura mainstream, originalmente diseñada y comercializada por potentes industrias del entretenimiento en Estados Unidos que extienden su influencia hasta el último rincón del planeta gracias a productos cuyas estrategias de creación y difusión resultan fascinantes. A los angeles vez, nuevos países emergen con sus medios de comunicación y sus propias diversiones masivas. web multiplica su poder. Todo se acelera. En India, en Brasil o en Arabia Saudí se compite por dominar los angeles net y ganar los angeles batalla de l. a. influencia cultural. Se quiere controlar las palabras, las imágenes y los sueños. Este libro cuenta esta guerra worldwide de l. a. cultura. Y explica lo que hace falta hacer para gustar a todo el mundo. . . en todo el mundo.

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7. Mahjoub, F. ) (1997) Confédération Africaine de Football 1957–1997, Cairo: CAF. Maradas, E. (1996) ‘France 1998, World Cup Draw’, African Soccer Magazine 15, January/February: 18–19. Mellor, D. (1996) ‘The Moguls’—feature on Havelange, BBC Radio 5 Live, 11 June. Nally, P. (1991) Interview transcript (by Simson and Jennings). Quansha, E. (1996) ‘The cup to surpass all cups’, in Africa Today 2, 1 (January/ February): 22–8. 30 THE CONTROL OF WORLD FOOTBALL Radnege, K. (1997) ‘Black marks mar Johansson’s campaign’, in World Soccer, January: 6–7.

Rhetorically, Rous made his position clear by arguing that, ‘the tangles of world politics are best left to the United Nations, while FIFA concerns itself with world football and jealously guards its constitution’ (Rous 1978:171). In effect, as the following examples will illustrate, this view allowed him to claim apolitical status while at the same time buttressing the challenged political and cultural hegemony of the West in the cold war era. As the 1974 congress approached, Rous found himself confronting three simultaneous political crises.

Confédération Africaine De Football 1957–1997, Cairo: CAF: 124–7. Duke, V. (1995) ‘Going to market. ) Giving the Game Away. Football, Politics and Culture on Five Continents, Leicester: Leicester University Press, pp. 88–102. Edelman, R. Tomlinson (eds) Hosts and Champions: Soccer Cultures, National Identities and the USA World Cup, Aldershot: Arena/Ashgate, pp. 253– 78. Gellner, E. (1983) Nations and Nationalism, Oxford: Basil Blackwell. Havelange, J. (1996) ‘Opening remarks’, in CAF/Coca-Cola African Cup of Nations, Official Souvenir Book, January, p.

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