Objective: the objective of this research work is to analyze how conflicts occur around the construction of a regulatory framework for the communications sector in Brazil Theoretical Framework: The Advocacy Coalition Framework (ACF) approach is used, initially developed by Sabatier and Jenkins-Smith (1993). Also, a characterization of the communication sector in Brazil is carried out. Method: The research is qualitative in nature and data was collected through semi-structured interviews with representatives of some movements that fight for the democratization of the media in Brazil Results and Discussion: The analysis of primary and secondary data indicated that the elements perceived by the interviewees as being those that most contributed to the emergence of coalitions in favor of the democratization of the media in Brazil were predominantly political and technological. Furthermore, there is an intense conflict between groups that fight for the democratization of the media and those that are against any initiative in this regard. Research Implications: It is intended, through the results achieved, to bring elements that help guide the various debates carried out by civil society with the aim of discussing the democratization of the media in the country. Originality/Value: Discussions about the field of communication in Brazil from a perspective that focuses on power struggles between different groups in society are uncommon in management literature, especially based on the use of the defense coalition model .