The dissertation intends to analyze the relation between the star celebrity - fundamental character of the mass media - and the consumption - understood as a phenomenon of the mediatization of the contemporary society. In this sense, the work will be based on journalistic narratives of the magazines Amiga and Contigo, published between 1986 and 1992, about Maria da Graça Xuxa Meneghel, one of the most famous entertainers of the television in Brazil. From edited texts, published during the time of exhibition of the show Xou da Xuxa in the Globo Network, we explore how the speeches about the practices of consumption of the entertainer had transformed her into a vector for the acquisition of goods, products and services, for a generation of Brazilian children.