Nowadays communication has changed, so that it is necessary to carry out a structural analysis to the form how individuals are connected with the spaces, the objects, the images and other individuals, in order to understand the new dynamics to which the publicity has had to fit its speeches, its strategies, the use of media and the information that lies in them, since the publicity has been mutating from mass communication to a personalized communication in which the individual has control of the use of media but not of the information they present. This globalization of the information, in which the media allow individuals to have an unlimited access to this information, problematizes the notion of limit, which has also redefined in the same dynamics that the individuals propose and that the system itself has generated. The virtualization, the experiences and the individualization of the objects given by these experiences, create a bubble that shows the levels of closeness with the other, that are posed today from the use of media they have access to, the use of new technologies, the internet and the relational proposals, generating an interaction in which not only a personalization occurs, but also a loss of privacy.