Abstract: To sum up, the objective of our analysis was the following: the role of the media in the definition of reference models, so important in the creation of a collective identity, and to what extent is language an important factor in the definition of the reference models used by the media.

Taking this objective into account, first we analysed the Basque press and TV channels, paying special attention to the reference models used. Then we analysed how the social agents received the models reflected by the media and, finally, we drew the appropriate conclusions.