Mass media and urban tribes, Analysis of their relations By Viable System Model Stafford Beer´s.


  • Lautaro Guerra Genskowsky Director undergraduate Informatic Engineering
  • Hector Ricardo Acevedo Almonacid Management and Systems area, Coordinator
  • Claudio Marcelo Gamero Henriquez part-time professor


urban tribes, holistic paradigm, viable system model, transfer of control, fractality, strategy and decision making.


In the last 60 years (1950-2010), the influence of the mass media and advertising over individual decisions-making processes has deepened, in terms of age range to which have targeted advertising and that expanded for almost the entire Western world. With this, leading to the culture diversity, naturally given, toward one only culture standardized prevailing in the whole West nowadays.  


Only in the last 20 years (1990-2010) we have been witnesses of how advertising has been directing its efforts toward a public increasingly helpless of resisting the suggestion of advertising, transforming them into the new triggers in purchasing decisions. In the 60's were the women, then the young people during 70's, and then were children in the 80's and during the 90's over early childhood, almost from the when we learn to speak

(3 years). (4) Achieving brand loyalty among very young children and the brands of products for this age group.


From this perspective, urban tribes (5) have taken control of the lives of young people. Offering a false freedom, at moment of choose "How to be yourself" from options given in the market as a "catalogue of predesigned Identities" (6). The short-term vision, characteristic among adolescents, make imperceptible to them, the various strategies of compulsion to consume that the mass media is using on them. Isolated into a vision of short term, the adolescents are prisoners in a system of beliefs (7) predesigned by advertisers in response to emotional shortcomings and / or psychological present in our society and that beats most strongly among adolescents making them highly dependent on the urban tribe than they belong.


The great fallacy of this and abuse in our opinion, is the false freedom that young people, they think have gained at the moment of integrating some urban tribe, because they have used their "freedom of choice" (6) at the choose some option between of the catalogue of available urban tribes, taking decisions that benefit only the tribe in the short term, while longer to decide according to their own benefit in the long term, leaving the studies, breaking family relationships, in short, Mortgaging the future of youth in exchange for an quick existential solution when they choose for a predesigned identity, imposed by the pressure of the group or tribe and that nowadays is offered by the mass media in the "free market."


A phenomenon so complex, it requires a holistic conceptual framework that can make explicit its components and relations between them and the relationship with internal and external environment. In particular, the VSM provides a way to analyze communication’s problems thus clarifying; how, when and where, repair and control into the organization, helping to identify strategies to improve decision-making. Given the recursive nature of the VSM, is possible navigate within the phenomenon, through her different recursion’s levels and all its different components for each recursion’s level. Thereby help to the young population to understand the role than they have adopted, as consumption entity when they assume any of these subcultures. The punctually will be help to define more assertive and effective policies by health authorities, education and government in general and also help to someone person among young people to see themselves inside of a consumption dynamic and thus can leave the domain and enter to a meta-domain, with more wisdom and consciousness.

Author Biographies

Lautaro Guerra Genskowsky, Director undergraduate Informatic Engineering

Master of Science in Industrial Engineering
Civil Engineer Electronic UTFSM

Areas of interest: BPM, Web Project Development, Project Management, ICT, Innovation, Psychology and Organizational Behavior, Leadership and Personal Development

He has wrote, some books about management informatics projects, that are using undergraduate students. So some chapters other books.

Hector Ricardo Acevedo Almonacid, Management and Systems area, Coordinator

He has worked during last 37 years like a professor full time adn researcher, ever in the department of Informatic Science in Universidad Técnica Federico Santa Maria, in Chile. During last 8 years heis research has been about Knowledge Management. Also has wrote some books for use with his students in class and have been used in other chilean universities too. Currently he has been researching into Social Knowledge management with other young researchers.

Claudio Marcelo Gamero Henriquez, part-time professor

I have worked during last 6 years like a professor of management and also researching about systems thinking and knowledege managemente, in particular Social Knowledge. Always with the help of other academics and researchers settled in my university of base, in Chile. Also I have connected with Dr. Angela Espinosa, who work in HUBS, UK.



How to Cite

Guerra Genskowsky, L., Acevedo Almonacid, H. R., & Gamero Henriquez, C. M. (2011). Mass media and urban tribes, Analysis of their relations By Viable System Model Stafford Beer´s. Proceedings of the 55th Annual Meeting of the ISSS - 2011, Hull, UK, 55(1). Retrieved from