In this article the author studies the criticism levelled at the programme Loft Story, accused of being both contemptible and scandalous. He examines articles in the national dailies and identifies chronologically the appearance of the various themes and fields of interpretation that structured the denunciation. The authors of the accusations, liberally translating specific issues into general ones, made themselves the advocates of ultimate values and common principles. Claiming to write on behalf of society as a whole, they used Loft Story to condemn the excesses of an increasingly barbaric and inhuman society on the road to ruin. The denunciation discourse flowed over the pages of the dailies into society, in a complex, playful and ironic form. It grew into collective action undertaken on behalf of everyone, for their own good.