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BEZERRA, Roselane Gomes. Advertisements and blogs as narratives of urban policies. Sociologia [online]. 2013, vol.25, pp.79-100. ISSN 0872-3419.

This article examines the symbolic conflict that exists in the narratives of urban policies in the official advertisements and in the blogs that examine the process of “requalification” in Almada’s city. Starting from an empirical investigation, an articulation between the concepts of “gentrification” and “spectacle” was developed with emphasis on the idea of “imagined city” and “observed city”. The support of observation were the discourses conveyed by policy makers on billboards with pictures of intervention programs and in magazines with information on the implementation of urban reform programs and also blogs, used by residents as a discussion forum with criticisms and reflections about this process of transformation of the city.

Keywords : Requalification; Narratives; Symbolic conflict.

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