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The Federal Savings Bank is the largest public bank in Latin America and has a state role in promoting development and social justice in the country, from public housing policies, sanitation, infrastructure and services. As an institution that finances the production and consumption, the company is also responsible for banking inclusion of the population (CHEST, 2016): mainly low-income. From 2010 decade, both the banking market, as the state began to promote digital actions for young people in the internet environment and on mobile platforms. In this scenario, there are indicators of banking services and the latest technology (digital maturity) that identify the role of private banks. However, the cash account from with the difference in the social aspect: based on access services to the consumption of so-called New Middle Class (NERI, 2010, 2011; POCHMANN, 2014). [ABSTRACT FROM AUTHOR]

During the Dilma Rousseff administration (2011-2016), Caixa had in strategic planning (2012-2022) an objective to be the bank of the New Middle Class. This article presents and discusses the results of a qualitative documental study research investigated the decisions shaped in the communication strategies directed to the New Middle Class. The Communication Strategy Reading indicates self-referenced process and (re)construction meanings around this political economic concept. [ABSTRACT FROM AUTHOR]