In the medias only ideology does not multiply, but if it constructs the culture, consists a collective mentality. The media, of general form, is the base of symbolic exchanges, beyond being also, including, with imensurvel capacity of reach in the social environment. The junction enters the medias of mass and microcomputer science, allied to the growth them comunicacionais nets, not only modify in the daily one, as well as in the way as the man perceives the world and its fellow creature. Analyzing the current picture of the society, one becomes impossible to speak of media without mentioning the one that, today, is its bigger expression: the Internet. (As opposed to KBS). With the sprouting of the same one, that he is most complete media already conceived by the technology human being, we have attended to a reconfiguration of the cultures and the birth of a new structure of the sociability contemporary. Communication and Society We see to emerge, in the global society, the scene of a new hegemony based on the power of the information and the technology, power of which the communication is detainer. The force relations if apiam in the seduction forces, in the persuation of the masses by means of information and loaded arguments of emotional and sensorial influence.
As producing of culture, the medias not only influence normative the public, but if they become a species of support of the consciences the measure that the communicative flows dialogue, reorganize e, even though, invent perceptions. The production of symbols generates subjectivity, and thus, our impressions on the most diverse subjects are created.