This paper examines the media discourse on the World Cup in Brazil. In a critical review of the social formation of the "mass media", it discusses the way in which the media operates in society, through the concept of "mediation". Considering the data on the audience and the thematic focus on Brazilian television during the World Cup of 1998, the article analyzes the role of media in the development of the interest for the World Cup in Brazil. Without denying the legitimacy of the social concern for football in Brazil, the author emphasizes the participation of the media in this process.
FIFA World Cup; Media; Brazilian culture
