Point of view of the child in the debate about communication and consumption/O ponto de vista da crianca no debate sobre comunicacao e consumo/Punto de vista del niño en el debate sobre comunicación y consumo

(analytical): The article presents some of the results of a qualitative research about the relations of children with the media and consumption. The problem of the investigation focused on the potential of the concept of agency in childhood facing the textual claims of commercial media. The theoretical problem, which seeks to verify the cultural competences and the point of view of the child focuses on Cultural Studies, Latin-American theories of mediations and dialogical pedagogy. An empirical study was conducted in 2013 with 25 children of an NGO in the city of Sao Paulo when evidences were collected with the use of ethnographical, dialogical, and participatory methodologies. The results suggest that children showed a repertoire about media textualities and are able to identify different formats, narrative genres and cultural forms.