We will demonstrate in the third chapter as the cliches (vignettes) inside have its importance of the communication of the masses and the bedding of kitsch already internalizado by this culture as ' ' sensacionalismo' ' of the attentions and the intention ' ' depreciativa' ' generated for the industrial culture, as plus one it forms to manipulate and/or to ironizar, the great social mass (this so only depends on the category of medias front to the public), whose magined effect search to evidence the degree of differences between the interlocutors and/or also is presented as plus a form of ' ' satirizar' ' the behaviors. Thus, we look for to make a boarding through the analysis semiotics of two journalistic programs in a form to compare the evidences and ' ' disparates' ' perceivable in this bias that is the communication. We choose, par excellence, the program: If it binds to Boco (image) Record Net and the Program of the Boco (sound) Radio Society of the Bahia. But, the work is pautado in the radio journalism the adhesion to the TV, in this in case that, it only justifies because we compare the two exclusive modalities of a journalistic program that, has presenter in different medias the same and practically the same language. Initially, we will demonstrate as the radio still modifies the social habits, customs etc., exactly in a developed society where other more competitive medias are gaining the space in the hearing of public. However, observing the difference in the form as the language he invades the space. In the room chapter she will be says boarded it of the social actors, and as they speak, will search to understand its languages and the form as if she extends crossing other voices. For this we observe the multiple implicit meanings from its different contexts. The work will be developed having as base the etnografia (qualitative research), where we will have as comment of the differences the behaviors, the experiences and the customs, associates to the gostos/preferences, to obsevar the recital of the magined social stigmata in the daily one of the people.