Debate, confrontation and hegemony in the Communication field. New era for a dominant paradigm in media research

In many ways communication research reflects the debates, confrontations and times of hegemony that have shaken the social sciences in its institutionalization process during the last century. Looking back to the immediate past of media studies allows us to observe the evolution of contemporary social theory, while the current changes imposed by globalization reposition in the central debate the theoretical and institutional transformations of international communication research. Its multidisciplinary structure, organizational capacity, proximity to knowledge needs applied to the ever expanding industrial and cultural sectors, the centrality of its objects of study and its predictive potential were only possible by means of a socially agile behaviour, a great capacity for renewal, and a permanent discussion about its disciplinary field. Therefore, the use of theory in communication research occupies a central position in its ability to explain, interpret and understand communication processes. The disputes between the organization of instrumental theories and the development of comprehensive, critical or emancipatory theories have always focused the interest of communication researchers with a common goal: achieving dominance in the discipline. In this paper we analyse the evolution of the so called "dominant paradigm" in three moments of dispute with critical and interpretative theories: the period started with the interventionist and predictive social policies of the New Deal, its renewal process against the balkanization of media research during the sixties, and the formulation of a rejuvenated dominant paradigm in the present times of globalization. We will focus on this last period of new institutionalization and standardization of international communication research.