Contemporary societies are organized under the rules of â€śmediatedâ€ť civilization. Steadily we have passed from homo-sapiens who premised rational thinking as his basic principle to â€śhomo â€“ vidensâ€ť who privileged the sense of vision against the procedure of logical estimation. Media gaining a dominant position in everyday life have managed to accustom interpersonal relationships; social structure and cultural identities to a mediated context where the sense of direct communication and exchange of ideas is almost a lost case. The problem of true communication; of real human relationships is even exaggerated in big cities where people tend to construct their identities and consequently their behavior; according to stereotypes presented in media. Since the notion of time; effectiveness; and speed are extremely important for â€śvisualâ€ť citizens the lack of interpersonal communication leads inevitably to an isolated; â€śself-madeâ€ť identity that each one of us constructs for himself; letting alone any common cultural experience. â€śHomo vidensâ€ť in modern cities is a media product and his only true and common shared identity is this of â€ścommon visualityâ€ť. As Hans Georg Gadamer has warned us: â€śFrom ’readers’ we have become spectators of the worldâ€ť.