In this paper I want to examine different positions, expressed through different media, in favour of or against what the Chilean dictator Augusto Pinochet did for his country in the years following 1973. This is going to be done assuming that, although texts may be ideologically marked by means of linguistic or conceptual devices, messages are not the only thing to be labelled as either marked or unmarked. Transmitters (that is, writers, or encoders of the information) may also show themselves through the message, and they can be categorized in different ways. This paper will  show how this happens by means of some illustrative texts, especially electronic documents that were available in the Internet very shortly after Augusto Pinochet was arrested in Britain in 1998. For what we find in these examples,  B. Hawkins’ (1998) ‘warrior iconography’ seems a suitable model: Pinochet is shown in three different roles (hero, victim, villain), which change according to the type of text and transmitter. Interestingly enough, the role assignment used may mark the transmitter, but text comprehension is not altered in any way, since there is an accepted general schema of the whole situation which is well above our assumptions about Pinochet as hero, as villain, or as victim.