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Abstract The contemporary theoretical schools devoted to the study of media have enabled new perspectives on the subject as opposed to the classic and prevalent frankfurtian vision of the Cultural Industry. The objective of this work is to produce an interpretive balance between authors from two of these schools - Peter Hall and Interactionism, Ien Ang and Cultural Studies - so that, once presented their contrasts and similarities, their main concepts can be approximated in search of a complementarity that proves its feasibility for new media studies, specially due to media’s continuous insertion in the contemporary forms of sociability. Downloads Download data is not yet available. Author Biography Silvânia Mineira Ribeiro Sottani, Universidade Federal do Rio de Janeiro Mestre em Ciências Sociais pela Universidade Federal de Juiz de Fora. Doutoranda em Comunicação e Cultura pela Universidade Federal do Rio de Janeiro. References ADORNO, T. W. HORKHEIMER, M. Dialética do esclarecimento. Rio de Janeiro: Jorge Zahar Editor, 1985.

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