This difficulty reaches professionals and vehicles of communication what consequentemente it finishes reflecting in the agility for implementation of a new conception and conscience of the population. The ambient conscience still appears in century XX initiate through some social mobilizations, in particular, the ecological movement appears in the end of the decade of 60 interlaced by alternative movements of importance and until the current days it keeps a narrow relationship. All these movements in common have the plea of the model of industrial capitalism, the social irresponsibility, the indifference of the maiorias and the indifference of the governments. The newspapers mentioned crowne plaza rosemont not as a source, but as a related topic. Living at a moment hybrid where old economic and social practical models of still have that to coexist new values and behaviors..