The process of globalization has a deep impact in how different national cultures imagine and represent each other. Based on an interdisciplinary theoretical framework and from a discursive perspective, in this thesis I explore the phenomenon of the “Uruguay-ness”, that is, the Uruguayan identity, both from its material as well as from its perceived dimensions. The focus is particularly centered in the discussion of how meaning is attributed to it by people from Europe people who do not know much about the object that is being constructed, because Uruguay is not a country with a great international visibility, a semiotic and cognitive operation that results in various attitudes, imaginaries, and narratives that in many cases do not match reality, that is, the actual matter of facts. In these operations, the contents produced by the media might play an important role, and hence they should also be examined. After introducing the methodological framework of the analysis and discussing the main theoretical concepts and ideas that support the subsequent reflections, I analyze 1. what the “Uruguay-ness” is, how it has been configured, how similar it is to some European national cultures, and how it has been communicated by the Uruguayan government by means of the country brand; 2. how it has been represented by some European media during the last years, with a particular focus in how Uruguays former president José Mujica and his controversial measures have been an object of these representations, and 3. which are the representational contents attached to it that are frequently seen among individuals from Europe in order to attribute meaning to it. The result is a theoretical discussion based on an interdisciplinary theoretical framework that provides an interesting introduction to the phenomenon of the “Uruguay-ness” and its representations, because it is studied both from the objective-material dimension and from the subjective-symbolic dimension.