This article pursues two central objectives. The first is to indicate a certain representation of the evangelical verifiable segment in the country’s production of mid conglomerates over the last decade, which has contributed to the generalisation of imaginaries around this religious identity. The second purpose is to point out that those recurring images gave rise to a reactive speech by evangéous media about the secular press, questioned in its ability to vocate the public interest. Based on speech analysis tools, the article investigates content published between 2007 and 2019 by Época, the newspaper Folha de São Paulo, the magazine Christianism Hoje and the Gospel Prime website. The conclusions point to the emergence of a dispute for the meaning of the ‘public’ between secular and religious middles, and to the growing positionality of evangelics in front of the supply of the large press.