This paper analyzes the communication used by an organization (Coffee Growers Committee) with enough symbolic power to influence in the construction of reality. It looks at the strategies developed by Quindio Coffee Growers Committee and how they are in part responsible for what is called coffee culture. It starts doing a theory revision on construction of social or cultural reality and then links it to the communication strategies used in the construction of social reality. The object of research is a column called Cafetero con garra (Brave coffee grower) published in an institutional newspaper called Actualidad Cafetera (Coffe News) in a period of twenty years. A mix of research techniques were applied in order to do a discourse and content analyses. The results were contrasted to interviews and iconographic analyses. The study found that there were a