Projeto e discurso: uma análise sobre os novos produtos do setor imobiliário.

Abstract

To understand the relationship between some characteristics of the recent urban space production of Pelotas-RS and the discourse applied to the legitimization and commercialization of products of the real estate market, this research seeks for an historical contextualization of the capitalist production of the cities, the producing agents, of the constitution of Brazilian society and characterization of its culture. At local level, the contextualization is based on the origin and development of the urban city core of Pelotas, as well as its regulatory legislation. The present study also carries out analysis of two projects licensed by city council of Pelotas (allotments Quartier and Parque Una), its surrounding areas, parameters associated to their projects and its relationship with the discourse adopted by their marketing initiatives. Based on the discipline of the Discourse Analysis, this research discusses the mechanisms used by the real estate market to legitimate their products, understanding their main strategies in terms of discourse, the conditions of production of such discourses and the real aim of messages, images and details of their projects. In this analysis we discuss the main contradictions between projects, products and discourse, and its effects produced by their senses in the surrounding areas, in the target population and in the relationship with local governmental departments. Understanding the new products of the real estate market as ideas outside the place that do not consider the places outside the ideas, we conclude that it is only the new method of urban land division, which means urbanistic condominium with mixed land use and different ways of segregation and control of access in their boundaries.