Resumen

TORRICO VILLANUEVA, Erick R.. The "western communication". Eurocentrism and Modernity: brands of main theories in the field. J. Com. Soc. [online]. 2015, vol.3, n.3, pp. 41-64. ISSN 2412-5733.

Current communication theories have been mainly developed by American and European authors, they respond to the characteristics of industrialized societies of the North and are part of the scientific parameters established by Modernity. These theories that are focused in mass communication, their technological means and its effects, have virtually reached a canonical level and are normally reproduced in training processes, professional practices and even common sense. Facing the fact of this "Western communication" predominance, the Latin American critical communication thinking is today challenged to work for a new understanding of the communication phenomenon and its study.

Palabras llave : Communication; Modernity; eurocentrism; Latin America; des-westernizing.