The aim of this paper is to re-introduce, in the contemporary debate about new social movements and their use of new information and communication technologies, the theoretical problem of political emancipatory strategy and of the social subject. Focusing on the big events that happened in the streets of Brazil in June 2013, the paper discusses Brazilian and South-American legislation on media and analyzes the coverage of these events by commercial and alternative media, through the lens of Gramsci's theories of cultural struggle and war of position.