Resumo. In an approximation with the folk communicational approaches, this article proposes to discuss the demands of the Brazilian social movement for the democratization of communication, which seeks, with the government, the guarantee of democratic spaces for marginalized groups and the implementation of public policies for the area. The methodology is based on bibliographical research, survey and document analysis of the movement for democratization. It is concluded that the initiative is an alternative that emerges from civil society and contributes to the circulation of counter-hegemonic ideas to the dominant media system.