We get in touch with 100 different communicational habitat each day, we are object of 3000 pub spots and ads 24hours a day and our collective imaginary is built up by cross media messages with a sort of individual, passive inference at the end. As Ken Auletta (The New Yorker) says, we have to get in touch with a message 125 times a week, nowadays, to keep it in our memory. Media convergence is working strangely in our emotional intelligence, but in the darkness cows are all the same black, isn’t it?