What people do with what they see: mediations and civic culture

Media communications are not horizontal processes, butthe reception evidences the power of reflection, transformation and creation by people regarding the contents, which enriches the cultural matrices. This article offers an analysis of the sociality (Mart & iacute;n -Barbero, 2010) of the television microprogram El S & uacute;per Andino, broadcast between 2008 and 2009 by Aupan TV, a community channel from the municipality of Andes, Antioquia, Colombia. It was approached from participatory and active methodologies, which integrated conversation and debate to generate argumentation. The contrast between the purposes of the series and the reception allowed us to understand that all communicative is mediated a cultural that over time.