The main objective for this thesis is to address the journalistic discourse in the online media of the United States of America in order to identify recurring representations in such discourses about Bogota. The news articles analyzed in this research process were selected within the category of Creative Industries. After identifying recurrent discourses in the journalistic pieces, analyzed using the method of discourse analysis proposed by Teun A. van Dijk, we classify them under 6 categories (growth/development, business, transformation, culture, tourism and representation of Bogota) exposed along the 4 chapters of this thesis. From the perspective of City Marketing we aim to analyze the promotion strategies of Bogota within the American public, and if these strategies encourage tourism, immigration of residents and/or encourage foreign investment. The representation of Bogota is fundamental in both, the separation of the corpus of the news analyzed, and in the evidence of the city marketing characteristics presented to the American public. From our research process we evidenced a congruence between the first objective of the strategy of Bogota's brand (marca Bogota), to position the city internationally and make it a leader in human development that is attractive to creative talent, investment and tourism, with the discourse and representations presented to the American readers by the online media articles analyzed.