OBJECTIVE: to understand the perception of managers of health units on the use of community radio (CR) as a mechanism for expansion of consumer participation and control process in the context of delivery health care. METHOD: study with descriptive exploratory design and qualitative approach based on interviews with managers of counties analyzed under four themes: (1) CR environment and popular use, (2) CR as space communication and health education , (3) design on the model of health care, (4) consumer participation in health services. DISCUSSION: from the management models adopted, there is a tendency to exercise a instructional health education. Proposal that uses normative paradigm to health care and intervention. This model of care and education is far from the perspective of understanding of Health as historical product. The educational approach adopted emphasizes the importance of measures of health hygienists, naturalizing approach on the social determinants of health-disease process.