Abstract
Due to its high growth rate of transactions volume, e-commerce has become a strategic setting for the communication mediated by computer. The problems raised by this field have been presenting new challenges, both for the managerial thought, and for the communication criticism tradition. In the first, there is a polemic position that sees the possibility of a market improvement as in the conception of the economic orthodoxy. For the critics, the problem of a strong agenda inheritance emerges, placed by the analysis of mass media before a new process of customization. This article analyses the current practices in the electronic commercial establishments, in order to discuss the limitations of the traditional theoretical tools and, also, to suggest new reflections.
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