EL TEMA DE NUESTRO TIEMPO

A critical journey through 
modern society
The theme of the book focuses on how modern society is losing its individuality and diversity due to massification. It mentions that technology and industry are causing a homogenization of culture, meaning that everything is becoming the same. It is a critique of mass society and culture, and Ortega y Gasset advocates for the importance of preserving individual freedom and creativity to maintain our human dignity.

Sketch of the visual proposal

Individualism
According to Ortega y Gasset, modern society is characterized by massification and the loss of individuality, where people tend to follow the trends and norms established by the environment rather than following their own desires and thoughts. However, individualism is presented as a way to reject conformity and affirm one's own identity and personality.
Industrialization
In "El tema de nuestro tiempo", industrialization is portrayed as a driving force behind economic growth and mass production, but also as a detrimental factor to human identity and diversity: industry tends to create uniformity and erode individuality, contributing to the massification and homogenization of culture.
Dehumanization
Ortega y Gasset criticizes how industry and massification have led to dehumanization through work. The idea of work is seen as a meaningless and monotonous task, where people are reduced to mere cogs in a mass production system. This leads to the loss of individual identity and a feeling of anonymity and depersonalization in the workplace.
Infoxication
The book mentions that information is something that is available in massive quantities, but as its access grows, it lacks sense and meaning, which makes people feel disconnected and alienated. Ortega y Gasset argues that a critical and reflective approach is necessary to make sense of information.
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CREDITS:

Creative supervisor: Natalia Arias
Copywriter: Ana Benítez
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