One of the central characteristics of the social change that we are experiencing at the gates of the third millennium has been conceptualized under the term globalization. This is a plurivocal and polysemic term to refer to a complex process by which the diffusion of a new technological paradigm is understood, at the same time as changes in production processes, financial movements, labor markets, organizational and management designs, education , information and communications systems, urban and family lifestyles, consumption patterns, advertising and marketing, knowledge, values ​​and citizen preferences and, therefore, ways of life of societies and people (Tomassini, 1995).