In the society contemporary the medias enjoy of a bonanza prestige for having the capacity to transmit its ideology from the information that propagate for an immense public who, in such a way, does not question the veracity of the same notice interiorizando as something correct, real and unquestioned. The media of one forms generality, perceives the importance that has in the social scene. Ahead of this favorable panorama it sets in motion its axiolgicos instruments to also impose its hegemony in the field of the knowledge. If it places in equality with other institutions that well-known are known by the work of transmission of knowledge and formation of the citizen for performance in the society, as the school and family. What more than formadora media of opinion, is constructor of intellects, and therefore, handle its flights in the field of the education.
It has a vignette of the TV Globe with the following phrase: ' ' Education, people sees ' this way; ' , suggesting that its vehicle is compromised to the educational questions and that it has the interest in promoting actions that contribute for qualification of the area. If to understand that the media hardly receives disapproval then everything that it to present in the field of the education goes to be understood as positive and ' ' bem-vindo' ' for the society. With size to be able of ' ' palavra' ' the miditicas organizations have the capacity to invert the logic of its attribution that is to-somente to inform the individuals on definitive fact, when, in the truth, what they make is to construct the information that later will serve of parameter for some areas of the society that they will use these information as base for its action. Exemplificando this last point, we detach the special edition of February of 2010 of the magazine School of the publishing company April, that brings as heading Research with 1501 pupils of Average Ensino discloses: the teaching career does not attract (almost) nobody.