The context of the media and the new rationality
This present article derives from some of the conclusions of the research carried out in recent years on commercial communication, value management and social responsibility of organizations in Spain. It provides a general disciplinary framework that describes the original context of commercial language and its relation to new ways of expressing and reasoning values in the discourse of media and social and political leadership. In recent years, a new kind of media rationality has arisen in people´s minds. This new way of conceptualizing is highly reflected on a language that is not only incapable of responding to our reality, it also simplifies our values and our adequate understanding of the environment of the people.