The article analyzes the scenery of the global culture, with special prominence to the mass media, seeking to a more careful understanding about the formation of the subjects in the contemporary context. It presents part of the theoretical production on the mass media, establishing parallel among the frankfurtian discussion, the cultural studies and the ones that emphasize the culture in the daily. It analyzes some themes in that field of studies, with prominence to the tension between homogenization and cultural differentiation, establishing a dialogue of this theme with the production of subjectivities in the global context. It concludes presenting the globalization as a multiple phenomenon, that can take us to very several destinations, where we can locate the appeals to the cultural universalism, that it would send to an inclusion that homogenize; several resistance types to that process, with the formation of identity groups, xenophobes movements and even creative appropriations developed by citizens' groups.
globalization; culture; subjectivity; mass media