In this dissertation, we have as our main objective analyze the representations of the Setor de Diversões Sul in the media discourse and their unfolding in the dynamics of sociability, belonging, and conflict in the city. The Setor de Diversões Sul was planned by Lúcio Costa (1957) as the main commercial center of Brasília, which would meet sophisticated standards of consumption, but which, in the end, was realized with standards of frequency and conservation below expected. According to Nunes (2009), the production, distribution, and reception of this discourse (and its failure) disseminated a marginal and decadent image that reverberates until today. Based on the theoretical and methodological assumptions of Critical Discourse Analysis (FAIRCLOUGH, 2003; VIEIRA; RESENDE, 2016), we investigate how particular discourses act in the social constitutive dimension of urban territorialities and of sociocultural identities that approach and move away from these territories that compose the cities. For this, we initially used categories proposed by van Leeuwen (2008) related to the modes of recontextualization of space in texts, because they allow the study of the representations of urban space-time and its use, which are linked to the symbolism, interests, and control practices of particular social groups. For data generation, we used the National Library Foundation's Digital Archive, focusing on the texts published by Correio Braziliense in the 1960s, 1970s, and 1980s, which are considered the periods of rise and decline of this commercial center. This study is justified by the position that the media assumes in public opinion, by mediating and publicizing the events of life in the city based on discourses aligned with the dominant political forces and social control.