the effects of american consumerism on mexican youth life style; a semiological analysis of the movie “season of ducks”

nowadays, a well-known phenomena thatinfluences the life style of many all around the world is “americanconsumerism” which can be taken into consideration as a global trend. themodern age is featured with the effect of technological advances in all aspectsof life whether in life style or consumption pattern. the mexican society andthe youth in particular are not an exception in this regard. having a longgeographical border with the usa, and acting as a bridge connecting the latinamericas with it's northern neighbors, has intensified these trends of changesin mexico. therefore, taking into consideration the different and wide aspectsof globalization; the present study surveys one of the indices of globalizationnamely “cultural globalization in line with americanization” in mexicansociety. to this end,the research theoretically of the present study is basedupon ideas from anthony giddens and ronald robertson. in this way, and based onthe symbols employed in the movie “the season of ducks”, roland barthes’ssemiology method – preliminary and secondary reasons - were used.the mainquestion of the study is to survey the effect of consumerist culture andamerican life style on mexican youth’s life. the question is answered based onthe analyses of the surveys of the available symbols.