This paper examines the public images that sports journalists in San Luis, Argentina and sport ideologies to understand how these images influence the agenda in the development and news sources. We were working with qualitative tools interviewing a small group of sport journalist (25) of the central region of Argentina. We examine how influences the construction of the news and on the other hand the public image of sports journalists seek to establish what the ideas of local sports journalism sport as adjunctive ingredient in news processing. The idea of knowing who believe that journalists are directed - learn about their perceptions of the public, in contexts where public are not fully known and consider which are the imaginary and sports beliefs is novel in the literature on communication and contributes to studies news production, sociology of issuers. A broad idea of polysemic concept of "sport" understood this as culture Images and sports journalists imaginary influence and determine the production of sports news in the media.