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Using an exploratory methodology, this article investigates the narrative strategies engendered by the Unhappenings in the news coverage of the São Paulo press, from 2015 to 2020. Specifically, it maps, in the newspapers O Estado de S. Paulo and Folha de S. Paulo, the writing techniques and authorship activated by such a matrix in the coverage of unmarked facts. As a production code that goes against the grain of traditional newsmaking, guided by everyday criteria, sensitive investigation and authorial journalistic mediation, Unhappenings assumes its own news dynamics, beyond the positivist grammar that conforms professional routines. In this study, quantitative analysis is combined with an interpretative discussion of texts taken as references for reflection on the potentialities of the Unhappenings, in terms of creative signature, in the contemporary story. [ABSTRACT FROM AUTHOR]