The objective of this work, which is based on Discourse Analysis (DA) (FIORIN, 1988), is to analyze the identity transformation of Feira de Arte, Artesanato e Produtores de Variedades de Belo Horizonte. I/Ve analyze a longitudinal period of 36 years that embraces its whole history. I/Ve observed the changes involved both in the identity of this event and in its physical and symbolic spatial occupation. Based on the documents collected in Public City Archive of Belo Horizonte, journals and interviews with the fair managers, we verified the transformation of the fair's identity. In the historical (re)construction of this organization it was possible to observe the existence of what we called an identity transformation which, in its turn, is structured on two subsets: a) the identity formation; and b) identity- cleaving. At least, discourses colleted show us a huge identity transformation: a fair that was created as an artistic and cultural kind of movement, which, with the incorporation of new subjectivities, and the physical and symbolic spatial (re) appropriation, became a space integrated to the logic of "consumption market".
identity; space; organization; discourse analysis