Distinction, consume culture and gentrification: the Centro Cultural Banco do Brasil and the market of symbolic goods. / Distinção, cultura de consumo e gentrificação: o Centro Cultural Banco do Brasil e o mercado de bens simbólicos.

AUTOR(ES)

Marco Estevão de Mesquita Vieira

DATA DE PUBLICAÇÃO

2006

RESUMO

The work analyses the emergence conditions of the cultural centers according a case study about Banco do Brasil, the countrys main financial institution and pioneer in the process of corporate cultural centers. The enterprise established the paradigm for the gentrification process in the Brazilian metropolitan centers. Towards the history of Banco do Brasil and its ambivalence by acting either as public policy agent or as a retail bank, the work analyses the strategies developed by the company to overcome the losses suffered since the creation of the Brazilian central bank and also the strategies to face the threatens of privatization seized by the neoliberal doctrines emerged during the capitalism restructure mid-80s. The work identifies therefore the discursive series that melt the invention of traditions policy into the creation of a cultural center in the historical building of its former headquarters in Rio de Janeiro. The enterprise was successful in contributing to the recovery of the historical center of the city and soon became the anchor of the Cultural Corridor, the urban project launched by the Municipality to rescue the Rio de Janeiros downtown. In this matter, the work analyses the eligible affinities between the company issues and the citys authorities propositions as well the limitations of the gentrification process in Rio de Janeiro, its consequences to the forthcoming urban experiences in other Brazilian cities and the causal connections towards the debate about the post-modernity. The benefits achieved by the Rio de Janeiros urban policy granted other Brazilian state capitals the conditions for demanding Banco do Brasil to create new corporate cultural centers in their downtown areas. São Paulo and Brasília succeeded in having their units increasing the dispute among the cities and the pressure over the company. In this topic, the work examines the nature and inner relationships of the competition by the concept of distinction towards culture and the trade of symbolic goods that make cities eligible to the investments of the globalized economy.

ASSUNTO(S)

centro cultural política urbana. sociologia culture cultura cultural center gentrification.

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