The use of language by all entities, corporations, states, media, etc., including people, who continually use it to come to an understanding on reality, is absolutely influenced by who communicates and to whom. Today it’s evident that the same phrase can change radically depending on the interlocutor, on how it’s spoken, on the transmitter or on the receiver. The message depends on many factors and they’re all involved in and modify the final communication in real time. There are phrases or words such as those that are part of the Tomando medidas series, which, depending on who utters them, can define the real, replace it or destroy it.