Espetacularização da cidade e (re)apropriações culturais : políticas urbanas e as novas imagens de consumo de Salvador-BA

• Autor(a) principal: Vieira, Ewerthon Clauber de Jesus
• Data de Publicação: 2016
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Institucional da UFS
• Texto Completo: https://ri.ufs.br/handle/riufs/6233
• topic: Sociologia; Sociologia urbana; Política urbana; Salvador (BA); Renovação urbana; Aspectos culturais; Políticas urbano/culturais; Imagens de consumo; Espetacularização da cidade; Megaeventos; Urban and cultural politics; Consuming images; Spectacularization of the city; Mega-events; CIENCIAS HUMANAS::SOCIOLOGIA

This work, resulting from the doctoral research carried out within the Graduate Program of Sociology at the Federal University of Sergipe, investigated the urban and cultural politics and the construction of the consumption image of the city of Salvador, Bahia, during the preparation period and realization of the FIFA World Cup in Brazil (2009-2014). From the application until hosting such mega event and the time of its achievements, it was observed how the imagery references of Salvador were built by the articulation of urban entrepreneurs of government (municipal, state and federal level), certain local private sectors, as well as parastatal organizations such as FIFA. In this sense, the city that in the last decades of the twentieth century has its official consumption image designed for the tourist market, now has over time sporting mega events the historical condition to hold the fraying of the urban cultural commodification logic through city marketing strategies that articulated a supposed past glory with the controversial new urban management techniques. Through rhetoric configuration of an exceptional context of "unique opportunity" for local socio-economic development, was forged a sort of city of exception, under which officially sought to legitimize designed and implemented interventions. The argument put forward here understands that these urban-cultural policies contributed to the reinvention of Salvador consumption image by a general process of city spectacularization, characterized by upside down politics, disguised as local cultural value, but actually based on the dynamics of its reification, through a sort of beauty of the dead. Therefore, the strategic appropriation of local cultural practices are articulated with the production of consumption spaces, able to enunciate out spectacularly for the financial market and tourist consumption, the pastiche of idea of the city's difference. Nevertheless, in the face of appropriation, certain local cultural reappropriations also forged, while a diverse set of resistances that claim, in different levels and features, a range of rights denied by urban entrepreneurs. However, although to some extent, these reappropriations challenge the managerial functioning of the spectacle, its antinormative form did not appear able to subvert and remove the productive logic of the spectacularization.