Vernaculars are viewed to be stylistic resources to attract audiences and to build media identities. Their enhanced use appears to be especially notable in the case of youth media like Gaztea, a youth webradio station within the Basque public EITB group. Currently, the hegemony of Standard Basque fostered in Gaztea in the 90’s has been defied by a more heteroglossic model in which vernacular speech is strategically employed to sympathize with the young Basque audience and to build media identities.