This article analyses the Marcelo Crivella (then Senator, elected in 2002 by the Liberal Party and bishop of Universal Church of the Kingdom of God) identity process of construction in his campaign for Rio de Janeiro's mayor by researching the electoral process on the presses Folha Universal and O Globo. The observation is about three types of discourse oriented to political dispute on these presses points to a fragmentary identity of the candidate. This is explained by the secularization phenomenon process of religious sphere and the political sphere autonomy and the relationship with semantic spheres in society plurality.
identity; election campaign; press; secularization
