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Master's Dissertation
DOI
10.11606/D.16.2013.tde-11072013-122504
Document
Author
Full name
Mariana Falcone Guerra
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2013
Supervisor
Committee
Nobre, Eduardo Alberto Cusce (President)
D'Ottaviano, Maria Camila Loffredo
Moreira, Tomas Antonio
Title in Portuguese
Vende-se qualidade de vida: Alphaville Barueri - implantação e consolidação de uma cidade privada
Keywords in Portuguese
Alphaville
Condomínios fechados
Loteamentos fechados
Segregação urbana
Transformações socioespaciais
Abstract in Portuguese
O objetivo deste trabalho é compreender a lógica de produção imobiliária dos núcleos residenciais fechados nas franjas metropolitanas de São Paulo, através da compreensão do discurso ideológico de seus empreendedores que, ao desqualificar o espaço público, valoriza o seu produto projetado para ser fechado. O trabalho apoia-se no estudo de caso de Alphaville Barueri, um dos primeiros e mais conhecidos loteamentos fechados do Brasil, através da análise das características fundiárias, do processo de incorporação, dos agentes envolvidos, das características físico-territoriais, dos elementos objetivos e subjetivos colocados à venda, como espaço, segurança, meio ambiente e sustentabilidade. Comparando os dados coletados com o discurso, pode-se concluir que muitas das premissas de promoção do empreendimento não correspondem à realidade. A análise de Alphaville Barueri fornece base para o entendimento de outros empreendimentos do gênero, pois nele podemos observar o uso de um discurso ideológico sofisticado para convencer a clientela a investir não apenas em um espaço residencial, mas em "um novo estilo de vida".
Title in English
Life quality for sale: Alphaville Barueri - establishment and consolidation of a private city
Keywords in English
Alphaville
Gated communities
Socio spatial reestructuring
Spatial segregation
Abstract in English
The objective of this work is to understand the logic behind real state market developments of residential gated communities on the outskirts of the São Paulo metropolitan area through the analysis of the ideological discourse used by developers that stresses a favourable comparison between private planning and public, open, city spaces. The work is based on a case study of Alphaville Barueri, one of the first and the best known gated community development in Brazil, and analyses the origin of the land, the characteristics of the process of incorporation, the actors involved, the spatial characteristics, and the objective and subjective elements that were sold (space, security, environment and sustainability). By contrasting the collected data with the prevailing discourse, we can conclude that many of its assumptions do not find correspondence in reality. The analysis of Alphaville Barueri can be seen as a basis to understand other similar developments that also make use of a ideological discourse aimed to convince the public to invest not only in real state but in a 'new life style'.
 
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ME_FALCONE.pdf (15.34 Mbytes)
Publishing Date
2013-08-08
 
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