This study analyses the concepts of social imaginaries and representations by studying journalistic texts regarding the Chilean student movements of the year 2011, from the newspapers El Mercurio and El Sur, with the aim of building a media profile of the conglomerate El Mercurio S.A.P. The methodology is qualitative-interpretive. Phenomenology is used to address the theory of social imaginary and social representations, while uses Discourse Analysis to develop the analysis of journalistic texts. The results highlight the importance of the concepts of representations and social imaginaries in the construction of a media profile for El Mercurio S.A.P. group.