In order to understand what is happening in the contemporary Romanian society and in daily life, we need an analysis of mass culture. The media culture has a dominant role in the processes of socialization, molding and learning. Mass media, especially television, by the images it transmits, creates celebrities that later become models of identification. The new media experiences invade the world of the individual superposing themselves over the daily reality with effects that the researchers are trying to quantify.

The production of media texts must be considered through the perspective of a wider relational field: text – socio-historic context – media industries – strategies – public receiver, because we could assume that they answer to the desires and the skills of the receivers, but those who own these channels of communication are a part of the dominant class of society and the strategies they choose can have other objectives than those of informing and entertaining.

My purpose is to analyze the programs of entertainment broadcasted by the  televisions, from the point of view of the chosen strategy, the promoted models and the effects upon the public-receiver. We witness the creation of an impressive number of false V.I.P.-s and I intend to detail the process through which the broadcasted image creates identity, and that, in its turn, generates and molds other identities.