Pensando o "outro" e a construção identitária na sociedade contemporânea

This article aims to analyse the process of transformation and construction of the identity, taking as basic element the cultural question, such as alterity and symbolizations. The globalization challenge the individuals with new values like volatileness, flexibility and the fluidity and these values are transformed into the scope of the industrial relations, demanding more personal flexibility and new transformations of individual identity. In order to explain the reconstruction of the individual identity the article focuses on the implications of this cultural transformation in the modem society