<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2238-121X</journal-id>
<journal-title><![CDATA[Comunicações]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Comunic.]]></abbrev-journal-title>
<issn>2238-121X</issn>
<publisher>
<publisher-name><![CDATA[Universidade Metodista de Piracicaba]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2238-121X2017000200033</article-id>
<article-id pub-id-type="doi">10.15600/2238-121X/comunicacoes.v24n2p33-56</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[ETNOCENTRISM AND CRITICAL THEORY TWO CASES: UNITED STATES AND MEXICO]]></article-title>
<article-title xml:lang="pt"><![CDATA[ETNOCENTRISMO E TEORIA CRÍTICA. DOIS CASOS: ESTADOS UNIDOS E MÉXICO]]></article-title>
<article-title xml:lang="es"><![CDATA[ETNOCENTRISMO Y TEORÍA CRÍTICA: DOS CASOS: ESTADOS UNIDOS Y MÉXICO]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gandler]]></surname>
<given-names><![CDATA[Stefan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="A01">
<institution><![CDATA[,Universidade Autônoma de Querétaro  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<volume>24</volume>
<numero>2</numero>
<fpage>33</fpage>
<lpage>56</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S2238-121X2017000200033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S2238-121X2017000200033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S2238-121X2017000200033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT How is it possible to understand a specific cultural determination of human praxis, especially the productive and consumptive one, without falling into ethnologising human subjects in their everyday forms of reproduction, or constructing biological fixations? The former senior faculty of the Universidad Nacional Aut&#243;noma de M&#233;xico (UNAM) Bol&#237;var Echeverr&#237;a (Riobamba, Ecuador 1941 &#8211; Mexico City 2010), who does not limit human culture to its &#8216;elevated&#8217; forms and bases his analysis in the precise manner of material reproduction, finds an adequate image of this relationship between freedom and tradition, between individuality and a historically &#8211; and geographically &#8211; determined collectivity. This image lies in human languages, their innumerable speech acts and in a science that studies the relation of interdependence among them: semiology.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Como &#233; poss&#237;vel compreender uma determina&#231;&#227;o cultural espec&#237;fica da praxis humana, especialmente a produtiva e a consumista, sem cair em assuntos humanos etnol&#243;gicos, em suas formas cotidianas de reprodu&#231;&#227;o, ou constru&#231;&#227;o de fixa&#231;&#245;es biol&#243;gicas? A antiga faculdade s&#233;nior da Universidade Nacional Aut&#244;noma do M&#233;xico (UNAM) Bol&#237;var Echeverr&#237;a (Riobamba, Equador 1941 - Cidade do M&#233;xico 2010), que n&#227;o limita cultura humana &#224;s suas formas &#8220;elevadas&#8221; e baseia sua an&#225;lise na maneira precisa de reprodu&#231;&#227;o material, encontra uma imagem adequada dessa rela&#231;&#227;o entre Liberdade e tradi&#231;&#227;o, entre individualidade e uma determina&#231;&#227;o historicamente e geograficamente determinada pela coletividade. Esta imagem reside em linguagens humanas, seus in&#250;meros atos de fala e em uma ci&#234;ncia que estuda a rela&#231;&#227;o de interdepend&#234;ncia entre eles: semiologia.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Como es posible encontrar una determinaci&#243;n cultural espec&#237;fica de la praxis humana, especialmente una productiva y un consumista, sin caer en ciegos humanos y nol&#243;gicos, en sus formas cotidianas de reproducci&#243;n, o construcci&#243;n de reparaciones biol&#243;gicas? La antigua universidad senior de la Universidad Nacional Aut&#243;noma de M&#233;xico (UNAM) Bol&#237;var Echeverr&#237;a (Riobamba, Ecuador 1941 - Ciudad de M&#233;xico 2010), que no limita cultura humana a sus formas &#8220;elevadas&#8221; y basa su an&#225;lisis en la manera precisa de material de reproducci&#243;n, encuentra una imagen de acuerdo con la relaci&#243;n entre libertad y la tradici&#243;n, entre individualidad y una determinaci&#243;n hist&#243;ricamente y geogr&#225;ficamente determinada por la colectividad. Esta imagen reside en lenguajes humanos, sus innumerables actos de habla y en una ciencia que estudia una relaci&#243;n de interdependencia entre ellos: semiolog&#237;a.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[CRITICAL THEORY]]></kwd>
<kwd lng="en"><![CDATA[SEMIOLOGY]]></kwd>
<kwd lng="en"><![CDATA[MARXISM]]></kwd>
<kwd lng="en"><![CDATA[QUADRUPLE ETHOS]]></kwd>
<kwd lng="en"><![CDATA[CAPITALIST MODERNITY]]></kwd>
<kwd lng="en"><![CDATA[LINGUISTICS]]></kwd>
<kwd lng="en"><![CDATA[USE VALUE]]></kwd>
<kwd lng="pt"><![CDATA[TEORIA CRÍTICA]]></kwd>
<kwd lng="pt"><![CDATA[ETNOCENTRISMO]]></kwd>
<kwd lng="pt"><![CDATA[ESTADOS UNIDOS]]></kwd>
<kwd lng="pt"><![CDATA[MÉXICO]]></kwd>
<kwd lng="es"><![CDATA[TEORÍA CRÍTICA]]></kwd>
<kwd lng="es"><![CDATA[ETNOCENTRISMO]]></kwd>
<kwd lng="es"><![CDATA[ESTADOS UNIDOS]]></kwd>
<kwd lng="es"><![CDATA[MÉXICO]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[BENJAMIN]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;Über Sprache überhaupt und über die Sprache des Menschen.&#8221;]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[BENJAMIN]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Angelus Novus. Ausgewählte Schriften 2]]></source>
<year></year>
<publisher-loc><![CDATA[Frankfurt am Main ]]></publisher-loc>
<publisher-name><![CDATA[Suhrkamp]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[BUNDSCHUH]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[&#8216;Und weil der Mensch ein Mensch ist&#8230;&#8217; Anthropologische Aspekte der Sozialphilosophie Herbert Marcuses]]></source>
<year></year>
<publisher-loc><![CDATA[Lüneburg ]]></publisher-loc>
<publisher-name><![CDATA[Zu Klampen]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ECHEVERRÍA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[&#8220;Einführung.&#8221;]]></source>
<year></year>
<publisher-loc><![CDATA[Guevara ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ECHEVERRÍA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;Para lectores de <em>El Capital</em>.&#8221;]]></article-title>
<source><![CDATA[Investigación Económica. Revista de la Facultad de Economía]]></source>
<year></year>
<volume>1</volume>
<page-range>265-69</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ECHEVERRÍA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;Esquemas gr&#225;ficos para el estudio del cap&#237;tulo quinto de <em>El Capital</em>.&#8221;]]></article-title>
<source><![CDATA[Investigación Económica. Revista de la Facultad de Economía]]></source>
<year></year>
<volume>4</volume>
<page-range>237-46</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ECHEVERRÍA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;La &#8216;forma natural&#8217; de la reproducción social.&#8221;]]></article-title>
<source><![CDATA[Cuadernos Políticos]]></source>
<year></year>
<volume>41</volume>
<page-range>33-46</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ECHEVERRÍA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[El discurso crítico de Marx]]></source>
<year></year>
<publisher-loc><![CDATA[Mexico City ]]></publisher-loc>
<publisher-name><![CDATA[Era]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[ECHEVERRÍA]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[Las ilusiones de la modernidad]]></source>
<year></year>
<publisher-loc><![CDATA[Mexico City ]]></publisher-loc>
<publisher-name><![CDATA[UNAM/El Equilibrista]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gandler]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Critical Marxism in Mexico. Adolfo Sánchez Vázquez and Bolívar Echeverría]]></source>
<year></year>
<publisher-loc><![CDATA[Chicago ]]></publisher-loc>
<publisher-name><![CDATA[Haymarket]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HEGEL]]></surname>
<given-names><![CDATA[G.W.F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Jenenser Realphilosophie]]></source>
<year></year>
<publisher-loc><![CDATA[Leipzig ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HEGEL]]></surname>
<given-names><![CDATA[G.W.F.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[Enzyklopädie der philosophischen Wissenschaften. Erster Teil]]></article-title>
<source><![CDATA[Die Wis senschaft der Logik]]></source>
<year></year>
<volume>8</volume>
<publisher-loc><![CDATA[Frankfurt am Main ]]></publisher-loc>
<publisher-name><![CDATA[Suhrkamp]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HEGEL]]></surname>
<given-names><![CDATA[G.W.F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Science of Logic]]></source>
<year></year>
<publisher-loc><![CDATA[London ]]></publisher-loc>
<publisher-name><![CDATA[Routledge]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HJELMSLEV]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;La stratification du langage.&#8221;]]></article-title>
<source><![CDATA[Essais linguistiques]]></source>
<year></year>
<publisher-loc><![CDATA[Paris ]]></publisher-loc>
<publisher-name><![CDATA[Minuit]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[HORKHEIMER]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Adorno]]></surname>
<given-names><![CDATA[Th.W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Dialectic of Enlightenment: Philosophical Fragments]]></source>
<year></year>
<publisher-loc><![CDATA[Stanford, CA ]]></publisher-loc>
<publisher-name><![CDATA[Stanford University Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[JAKOBSON]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;Closing Statement: Linguistics and Poetics.&#8221;]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Sebeok]]></surname>
<given-names><![CDATA[T.A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Style and language]]></source>
<year></year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[Wiley]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[JAKOBSON]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;Two Aspects of Languages and Two Types of Aphasic Disturbances.&#8221;]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Jakobson]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Selected Writings, II: World and Language]]></source>
<year></year>
<publisher-loc><![CDATA[The Hague ]]></publisher-loc>
<publisher-name><![CDATA[Mouton]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[KORSCH]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;10 Thesen über Marxismus heute.&#8221;]]></article-title>
<source><![CDATA[Alternative. Zeitschrift für Literatur und Diskussion]]></source>
<year></year>
<volume>8</volume>
<page-range>41-1</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[LEROI-GOURHAM]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Le geste et la parole, I: Technique et langage]]></source>
<year></year>
<publisher-loc><![CDATA[Paris ]]></publisher-loc>
<publisher-name><![CDATA[A. Michel]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MARX]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[contribution to the critique of political economy]]></source>
<year></year>
<publisher-loc><![CDATA[Chicago ]]></publisher-loc>
<publisher-name><![CDATA[Charles Kerr]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MARX]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Capital. A Critique of Political Economy]]></source>
<year></year>
<volume>I</volume>
<publisher-loc><![CDATA[Moscow ]]></publisher-loc>
<publisher-name><![CDATA[Progress Publishers]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MARX]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[&#8220;Critique of the Gotha Programme.&#8221;]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Marx]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Engels]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Selected Works]]></source>
<year></year>
<volume>III</volume>
<publisher-loc><![CDATA[Moscow ]]></publisher-loc>
<publisher-name><![CDATA[Progress Publishers]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MARX]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang="en"><![CDATA[<strong>Das Kapital</strong>, Vol. I]]></article-title>
<source><![CDATA[Werke]]></source>
<year></year>
<volume>23</volume>
<publisher-loc><![CDATA[Berlin ]]></publisher-loc>
<publisher-name><![CDATA[Dietz]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MARX]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Capital: A Critique of Political Economy]]></source>
<year></year>
<volume>I</volume>
<publisher-loc><![CDATA[London ]]></publisher-loc>
<publisher-name><![CDATA[Penguin]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[SAUSSURE]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Course in General Linguistics]]></source>
<year></year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[SCHMIDT]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[The Concept of Nature in Marx]]></source>
<year></year>
<publisher-loc><![CDATA[London ]]></publisher-loc>
<publisher-name><![CDATA[NLB]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[SCHMIDT]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Der Begriff der Natur in der Lehre von Marx]]></source>
<year></year>
<publisher-loc><![CDATA[Hamburg ]]></publisher-loc>
<publisher-name><![CDATA[Europäische Verlagsanstalt]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[TROUBETZKOY]]></surname>
<given-names><![CDATA[N.S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Principes de Phonologie]]></source>
<year></year>
<publisher-loc><![CDATA[Paris ]]></publisher-loc>
<publisher-name><![CDATA[Klincksieck]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
