Later, it appears in the innumerable resultant forms of community of the antagonism and the fusing of the tribes. Only in century XVIII, ' ' society burguesa' ' , it is that the diverse forms of the social set had started to present it the individual as simple half to carry through its private ends, as exterior necessity. However, the time that produces this point of view, of the isolated individual, is necessarily, that one in which social relations (e, of this point of view, generalities) had reached most reflected, endow with comment, specific ability, but also the absolute suspension of the mental activity of the spectator, if this does not want to lose the facts that if uncurl ahead of its eyes. The spectator does not have to work with the proper head; the product prescribes all the reactions: not for its objective context? this if esvai at the moment where are submitted to the thought? but through signals. All logical connection, that demands intellectual effort, scrupulously is prevented. The product locates the consumer in the same situation of an assembly line and it does not restrict only the films, but the ample universe of created, consumed necessities without any reflection, as if the effect of the suffered mental paralysis in the production it was transferred in sort, number and degree, for it acquires that it.

As for the production, and why not to say the same for the consumption, the situation that if finds in the present time did not appear for generation spontaneous, but landmarks in the capitalism had occurred, that, for better income and greater production, developed methods, many of which, perfected in diverse versions. Taylor (apud HELOANI, 1994:47) formulated a form of organization of the work characterized for the ample functioning of the tasks and concomitant the monitoramento of the movements of the workers. Such rigid form of control objectified the efficiency as goal and principle.

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