Resumo. The proposed reflection is a derivation of the research project developed with the Postgraduate Program Master in Journalism of Universidade Estadual de Ponta Grossa that has as object of analysis journalistic digital initiatives that are self-nominated independent. The reflection of this article is based on the objective of understanding the participation of these independent initiatives of journalism located in digital platforms in the process of preservation and assistance of the cultural expressions of marginalized cultures. In theoretical contribution, concepts of hegemonic culture, suppression of regional identities, folklore, marginalized groups and the role of the opinion leader or, in an updated context, the activist mediator are approached. As empirical object the independent initiative Real Amazon and the productions realized by the organization are used.