In this study, we examine how public’s image of sports local journalists influences the construction of news and, in addition establishing which ones the ideas become of sports of sports local journalism like concomitant ingredient in newsworthy elaboration. We wish to know how they believe that the journalists, knowing the public’s perceptions, in contexts where audiences are not known with precision and considering the journalists imaginaries and the sports beliefs, the object comes from this research using the participating observation and questionnaires to sports journalists of principal medias graphic, radial and television means of Villa Mercedes’s city, San Luis, Argentina.