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The visual studies have analyzed the postcard series individually and as a whole, as they summarize the objectives and idealizations that might be considered as anthropological actions. This study based on postcards of Guayaquil, carried out from 1970 to 2004, shows the impact of the urban regeneration upon the current urban visual imaginary. A content and textual analysis of these postcards as well as interviews to photographers that produced them, enabled us to find out the visual discursiveness generated with regard to the city of Guayaquil. Postcards and photographers clearly demonstrate how the attention is focused on the regenerated spacious materializing the intentions of social control and urban and racial idealizations, as well as a rejection to what is considered popular. There are also postcards with other alternative looking-intentions toward the visual homogeneous discourse. [ABSTRACT FROM AUTHOR]