The vertiginous transformation of the mass media due to the introduction of Telematics has displaced the theoretical discussion making difficult the interpretation of the social meaning of these changes. According to this, some of the key concepts like "mass culture" ought to be re-examined. In this es8ay, Moragas points out the theoretical and political implications that have followed the confussion and reduction of the concepts modern culture and social communication to mass culture and massive communication, re^ectively, etc. The author proposes the understanding of mass communication as a cultural level that co-exists with other cultural forms, and also emphasizes the need to establish a typology for tlie media and the cultures, which can contain tJieir complexity and diversity.