The confusion generated in the communicational field by the assumption of a signal theory (Shannon) that searches for effectiveness in the transmission of a message from a transmitter to a receiver, which is generalized as a theory of in formation or of communication, has proposed an orientation in communicational re search directed to wards the publicity market (The effects of social communication, etc.). It is necessary to re cover as the basic orientation of communicational re search, the character of selecting possibilities in the plural construction of realities that discuss the basis for our confidence. As the central instrument of this new orientation, a theory of social images is proposed as an operative concept that permits the observation of different mechanisms of construction of realities through the application of a code of "relevance/opaqueness" in media products "in which we live, move and exist".
