| Sumario: | The article reflects on the principles of economic efficacy and performance as relevant factors thaterode ethical, moral and esthetical values of market society that, however, looks with nostalgia the lossof humanistic values. When located in the area of governmental practice, these tensions find strikingexpressions in the political conducts of the called populist governments of Latin America, which proposea revolutionary and progressive discourse whose limits, are found in their very noncritical posturestowards efficienciest dynamics, industrial progress and the promotion of massive consumption. Suchpositions question the social inequalities, reject western imperialistic policies, promoting social organizationperspectives associated with the “good living” (buen vivir), and simultaneously, show adherenceto authoritarian and paternalistic traditions, praising a popular culture that reproduces values of conservativenature and new civilizing models.
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