The study of the city's mental image is a subject of paramount importance in the field of urban and regional planning. This image shapes the perception of individuals and groups towards their surrounding environment and significantly influences their interaction with, and use of, urban spaces. Similarly, the concept of paradigm is fundamental for understanding the intellectual and philosophical framework guiding the urban planning process. Prevailing paradigms influence the mental model, reflecting the assumptions, values, and perceptions of planners. Consequently, a paradigm shift can lead to a transformation in the mental model. This study aims to analyze the relationship between the city's mental image, the prevailing paradigm, and the mental model, using Bani Walid city as a case study, with a focus on the impact of socio-cultural factors. The research employed a multidisciplinary methodology combining mental mapping exercises (Mental Maps) involving 398 participants, field interviews, and visual analysis of urban plans. Findings revealed that the city's mental image is shaped by paternalistic, traditional, and tribal paradigms, which are reflected in the mental models of both residents and planners. The study highlighted the role of the wadi (valley) as a central natural edge in structuring urban perception, the influence of tribal affiliations on area demarcation, and the restriction of women's participation in public spaces due to the male-dominated culture. The study recommends adopting comprehensive planning strategies that consider social and cultural diversity to enhance sustainability and inclusivity in urban designs........................ Keywords:............ Mental Image, Paradigm, Mental Model, Perception, Urban Planning.