The idea of this article is to analyze the Mapuche sites on the internet, trying to account for the differences that exist in each of them with respect to the construction that is being made of "the Mapuche" and the use that is being given to these images from three particular looks or lines of construction of the image: the internal look of Xeg-Xeg Communications; the "assistance-classic" of Fundación Rehue and the "intellectual" of Ñuke Mapu. Each would represent different ways of understanding Mapuche culture, and contextualizing it in Chilean and international reality.