For reasons unclear, sociology abandoned its proprietary rights in the study of mass communications and relegated it to the fringes of collective behavior on the one hand and critical studies on the other. Relatively recently, however, as interest in hegemonic processes becomes more popular and critical theory gains new prominence, there is a corresponding rise in attention to the integrative, if hegemonic, role the media of mass communication. This paper explores that role, reflecting on television and its influence in the construction of holidays.