摘要:This article discusses the condition of identity (“who speaks”) of the communication contract which defines journalism as a discursive genre. We analyze the journalistic ethos displayed by institutional discourse of four Brazilian weekly magazines (Veja, Época, IstoÉ and Carta Capital). In order to comprehend how journalism constructs a representation of itself we identify four meanings: the defense of democracy; the independence; the competence; the commitment with the audience.