Esta em ingles somente e infelizmente, mas farei uma translation em portugues quando puder! Achei legal postar aqui, para quem se interessar.Lorena.The Mainstream and The Underground: Problematizing the notions of Hit and Fashion Lorena Querevalu Inside Communication area, music is an object that can be considered according to its power of advertisement. In other words, the point is that music is divided into two parts: the mainstream and the underground. The mainstream is the space where music is supported by the media, i.e., music from the mainstream has a big support and advertisement by the media, through resources like television, radio and other media resources. Besides that, mainstream music is generally considered to have a commercial musical structure. On the other hand, the underground is the space that has a different type of music that is known by not following the commercial musical structure that does the mainstream music. Actually, the underground was born as an ideology against commercial music, as an opposition to the mainstream. The underground music is unique on its musical structure, and musicians from the underground generally consider its music superior from the mainstream music. Once the underground music does not follow the commercial structure (a melody that is traditionally attractive to global public) on its melodies, the underground consequently does not have the same strong support and advertisement that media gives to the mainstream. So, the underground has its own alternative way of advertisement, being an independent space of musical production. But this opposition of the underground against the mainstream causes controversy, since music begun to be criticized according to its number of listeners. In other words, music that turned into a hit is music that everybody is listening for the underground. To them, this kind of music (mainstream music) does not have to be listened for being fashionable and widely sold for its commercial structure. But this approach is too much simple and insufficient to justify their point of view, once the appearance of hits can take place either inside the mainstream or inside the underground. Actually, the opposition between the underground and the mainstream is constructed of confused ideas, and there are other complex relationships with the media behind both musical spaces that are going to be considered from now on, to understand how this opposition between the underground and the mainstream is weakly based. Key words: Mainstream, Underground, Media, Fashion, Hit. Introduction The popularity of music has increased since appliances like radio, TV and other technological resources begun to cost cheaper, as technology has been evolving all long the generations, and latest appliances are turning technological resources that came first into cheaper products. For this reason, the majority of the population became able to afford appliances like TV and radio. More recently, other technological resources also turned into cheap products, as was the case of the DVD player. With all those technological evolution, the ways of music reproduction also evolved. CDs replaced tapes, as DVDs also replaced cassette tapes. So, it can be said that music is not just a way of entertainment, but