We live in a time when the child s experience is deeply marked by the frequent contact with the image and, through it, he or she establishes new relations with the culture and elaborates new forms to access the information and to build knowledge. This research had as objective to investigate the context of the child s relationship with TV, especially with cartoons. We chose the theoretical- methodological orientation of the Theory of the Reception in the line of the Latin-American Cultural Studies, which has as central idea the concept of culture as a mediation of the child s production of meanings, facing the child as active subject and a producer of senses. Coherently with the defined methodology, in which the Reception arises from social interaction, the chosen procedures to collect data was workshops and group interwiews. The research took place in two schools in the south area of Rio de Janeiro: one public and another private and held to 9 to 10 years old children. The data collected were studied through macromediação e micromediação concepts (GOMEZ, 2001). We verified that the two groups of children, having differentiated accesses to the television products, produced different meanings from the same product and made different choices from the cartoons. The meanings were built from the different mediations that appeared in each group and the dialogue among the children was a valuable element of production of meanings on what they saw on TV. Such fact shows the perspective that moments as that can be useful in a process of critical formation of the televidência (GOMEZ, 2001) and schools can make good use of it to educate its students.