Cultural hegemony of have against being: media and educational expressions

In systems of social organisation based on capital accumulation, the different cultural expressions arising from them are influenced by capital accumulation. Consequently, what we research, think, believe and educate is mediated through parameters based on profit. So, some key pillars on which human beings articulate their thinking and actions are subject to an increasing process of change, gradually consolidated on an scheme of ideas that in this text will be linked to the dominant culture of having, with structuring potential and imposed over another form of culture based on being, what here is related to existential human needs and expressions that go beyond material accumulation. Through theoretical discussion, the aim of this study is to rethink how acculturation mechanisms as important as media or education influence and are influenced by paradigms of thinking which are deeply rooted and related to property as a constituent element. In doing so, we seek to imagine the reconstruction of another form of thinking focused on a wide understanding of human needs and related to intangible and social aspects.