This paper addresses some nuances concerning the author s figure appraisal and construction by the media in the contemporary world and discusses possible issues associated with its reflection in the production and acceptance of his artistic creations. Starting from an initial mapping, which pointed to the increasing participation of writers in book activities, such as interviews, lectures, book fairs, television shows etc., this paper reflects on the building processes of an iconic identity that places the contemporary writer as an actor in the discursive scenario of the media-literary system. The building processes of Sérgio Sant Anna, Cristovão Tezza, and João Paulo Cuenca public figures are analyzed by relating the concept of authorship with that of performance based on the understanding that the contemporary writer plays different roles to become noticed, speaking of himself and applying his experiences in different scenarios.