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The mass media and the cultural industry as a whole have always been regarded as debilitating or even destructive of local and regional cultures, also putting at risk their cultural identities. The aim of this paper is to reflect upon alternative ways of thinking about the roles of the mass media and the possibility of creating new identities in a society which is becoming more complex and global. The analysis starts from empirical data on the cultural identity of the people of the southernmost Brazilian state, who, despite the mass media, and many times with its support, strengthen and renew themselves. The analysis is supported in theories that take into account the communicative aspect of culture and the cultural aspect of communication, that is, that give cultural status to mass media, allowing us to think of them an outlining element of new cultural identities. These identities can no longer be considered in traditional ways, but as a part of communication processes. [ABSTRACT FROM PUBLISHER]