In the political thinking of Antonio Gramsci there are valuable elements for a critical analysis of the current relations between media, passion and politics. Despite not having known the power of electronic media in all its extension, this intellectual does not fail to signal the movement by which the nascent mass media, notably the radio industry and the so-called brown press, become effective apparatus of construction of hegemony, that is, of organizing the collective will of the masses. At that time, Gramsci saw the decisive influence that the new technologies began to exert on the political sphere, creating images and reinforcing feelings as part of the strategy of control over society. It was precisely Nazi-fascism that took the lead in the use of these new social techniques, starting, as Otávio Ianni observed, a radical displacement of the place of politics and of the way to construct hegemonies and sovereigns around the world. This research seeks precisely to take stock of this role proposed by Gramsci in the organization of popular passions and affections, understood as fundamental components of the construction of bourgeois hegemony. In contemporary, mediatically managed society, spectacles of power, in which there is no lack of sensation, emotion, vertigo, reinforce feelings to be politically oriented for the maintenance of order (one sees the staging of a certain type of drama that poses itself as a simulacrum Of the drama of history, in order to induce currents of opinion and to prevent any reflection of the masses on their own condition). It should be noted, however (and this is one of the central objectives of this project) that it is not only the elites who use "symbols", "dramatic forms" to awaken and guide the will of the masses: the actors also construct projects Against powerful hegemonies in everyday life. For Gramsci, critical thinking alone does not transform the world: it needs to be touched by passion. In the face of the unavoidable realization of the great power of the "electronic prince" in the construction of bourgeois hegemony, the crucial theoretical issues launched by Gramsci (among them: what makes bourgeois civilization so resistant?) Evidence its contemporaneity. It is worth mentioning that this project is being developed in the research group LECC-PPGCOM/UFRJ and is linked to the line of research Media and Sociocultural Mediations.