This article analyses some transformations that marketing communication forms are going throw. For that, it studies the use of a kind of "cultural tendencies" surveys used by the market. These surveys were born in the 90's, with the so-called coolhunting companies. The article aims to understand the transformations of communicational space, assuming that this space clearly configurates the current socio-cultural changes and trends, and the relations of power of our time.
Consumption; Coolhunting; Youth Culture; Marketing Communication