The intention here is to find out how the mass-media elements are also responsible for the production of hegemonic patterns, and their influence for the behavior and existence in the world. It is presented a short description of the expansion and development of the media in Brazil, approaching its centralization and control. In the following point, based on the way how the mass-media have worked, it is viewed the process by which these hegemonic forms of "taking part of the world" are created. On the one hand it is clear the power of media, on the other hand it is relevant the growth of alternative strategies for resistance that, even temporary and acting in local area, have created new ways of life and forms of existence.
Mass-media; ways of existence; spectacle society