Over the last couple of years, the “national” element seems to have been revived in different Colombian milieus; that is, not only on the political scene, but mostly in the midst of everyday life: in advertising strategies, in media discourse, and in audiovisual accounts of all sorts to which we are daily exposed. Thus, the need exists to examine which or what the strategies used by mass media and by means of which the nation is portrayed to us are; what type of discourse, which rhetorical tools are used in order to construct a unified referent which we call Colombia, a referent which in turn we incorporate into our everyday practice. The aforementioned analysis constitutes the purpose of our research, which in turn presents a summary of our conceptual and methodological assumptions as well as some of our early first results.