Ciudad Juárez has become a paradigm of consolidating an extreme patriarchal system that protects and enhances impunity for feminicides and forced disappearances of girls and women. Between 1993 and 2017 almost 2.000 women have been killed in the city and dozens are still missing. This article explains the factors that fuel the perpetuation of this perverse system capable of conducting manipulation and disinformation campaigns, deepening the role and ethical responsibility of journalists and journalists in reporting. In order to develop our research, we have applied a gender perspective across the board, using quasi-qualitative methodologies, including in-depth interviews with journalists, authorities and activists who have investigated these events to the detriment of women and Mexican society. The work is the result of a plural and methodological analysis after eight years of monitoring, gathering reflections on the role and social and ethical responsibility of the media and journalists.