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Current businesses operate in the socio-economic environment adopting its pro-social conduct ; Which is then reflected in the communication process This happens in a new ideological frame of Social Welfare which gradually eclipses the ideology of illimited progress that prevailed during the first era of business development In the current consumption society ; However ; Corporate communication developed under marketing factors ; Sometimes translates into the consumption of values Great corporate monsters ; -“predators” of the 21st century- start to use up not only the Planet’s natural resources ; But also its cultural resources We need to observe the erosion suffered by the movements ; Values and social problems due to a constant instrumentalization within an environment of consumerism These are used in advertisements as solidarity hooks to sell.La empresa actual opera en el entorno socio-económico adoptando conductas prosociales que se reflejan en la comunicación que establece, en un nuevo marco ideológico de Bienestar Social, que va eclipsando paulatinamente la ideología de progreso ilimitado que protagonizó los albores del desarrollo empresarial. Pero la comunicación corporativa que es promovida desde factores marketinianos, en la actual sociedad de consumo, se traduce en ocasiones en el consumo de valores. Los grandes monstruos corporativos, “depredadores” del siglo XXI, empiezan a agotar no sólo los recursos naturales del planeta, sino también sus recursos culturales. Observemos el des-gaste que sufren los movimientos, valores y problemas sociales por su instrumentalización reiterada en el marco del consumo, insertados en el contexto de los anuncios publicitarios como reclamos solidarios de venta

Comunicación corporativa y mediación social en un entorno globalizado