The city marketing strategies of Porto Digital
Porto Digital was a policy implemented in 2000, and managed by a social organization (SO) with the initial objectives of inserting Pernambuco into the technology scenario and contributing to the revitalization of the district in the city of Recife known as Bairro do Recife. Over the past two decades...
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oai:ojs.rbeur.anpur.org.br:article-63962020-12-03T15:38:26Z The city marketing strategies of Porto Digital As estratégias de marketing urbano do Porto Digital Simas, Tarciso Binoti Oliveira, Sônia Azevedo Le Cocq de Carvalho, Carlos Maviael de Marketing urbano Gentrificação Economia de Aglomeração Economia Criativa Produção Maker Bairro do Recife City Marketing Gentrification Agglomeration Economy; Creative Economy Maker Culture Bairro do Recife Porto Digital was a policy implemented in 2000, and managed by a social organization (SO) with the initial objectives of inserting Pernambuco into the technology scenario and contributing to the revitalization of the district in the city of Recife known as Bairro do Recife. Over the past two decades, this SO has established itself as a central actor in urban planning, by associating state-of-the-art concepts into the debate on innovation. The aim of this paper is to demonstrate how these narratives have been used as city marketing. This was an explanatory research on the construction, evolution and main impacts of Porto Digital, enabled through the collection of bibliographic, documentary, interview and observational data. It may be perceived that a gentrification process has taken place with identity manipulation, an exodus of part of the population and the valorization of real estate chiefly for the consumption of companies. It may be understood that the instrumentalization of this innovation debate as city marketing has both boosted businesses and served as a smokescreen for social problems. Porto Digital é uma política implantada no ano de 2000 e gerida por uma Organização Social (OS) que tinha como objetivos iniciais inserir Pernambuco no cenário tecnológico e contribuir com a revitalização do Bairro do Recife. Ao longo dessas duas décadas, essa OS se consolidou como um importante ator no planejamento urbano, ao associar conceitos em moda no debate sobre inovação. O objetivo deste trabalho é demonstrar como essas narrativas são instrumentalizadas como marketing urbano. Trata-se de uma pesquisa explicativa sobre a construção, a evolução e os principais impactos do Porto Digital, graças à coleta de dados bibliográficos, documentais, entrevistas e observação. Percebe-se, assim, um processo de gentrificação com manipulação da identidade, êxodo de parte da população e valorização de imóveis a serem consumidos sobretudo por empresas. Entende-se que a instrumentalização desse debate inovativo como marketing urbano permite tanto impulsionar negócios quanto servir como cortina de fumaça para os problemas sociais. ANPUR 2020-12-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf https://rbeur.anpur.org.br/rbeur/article/view/6396 10.22296/2317-1529.rbeur.202037pt Revista Brasileira de Estudos Urbanos e Regionais; v. 22 (2020): January-December Revista Brasileira de Estudos Urbanos e Regionais; v. 22 (2020): Janeiro-Dezembro 2317-1529 1517-4115 10.22296/2317-1529.RBEUR por eng https://rbeur.anpur.org.br/rbeur/article/view/6396/5337 https://rbeur.anpur.org.br/rbeur/article/view/6396/5338 |
| institution |
Associação Nacional de Pós-Graduação e Pesquisa em Planejamento Urbano e Regional (ANPUR) |
| collection |
OJS |
| language |
por eng |
| format |
Online |
| author |
Simas, Tarciso Binoti Oliveira, Sônia Azevedo Le Cocq de Carvalho, Carlos Maviael de |
| spellingShingle |
Simas, Tarciso Binoti Oliveira, Sônia Azevedo Le Cocq de Carvalho, Carlos Maviael de The city marketing strategies of Porto Digital |
| author_facet |
Simas, Tarciso Binoti Oliveira, Sônia Azevedo Le Cocq de Carvalho, Carlos Maviael de |
| author_sort |
Simas, Tarciso Binoti |
| title |
The city marketing strategies of Porto Digital |
| title_short |
The city marketing strategies of Porto Digital |
| title_full |
The city marketing strategies of Porto Digital |
| title_fullStr |
The city marketing strategies of Porto Digital |
| title_full_unstemmed |
The city marketing strategies of Porto Digital |
| title_sort |
city marketing strategies of porto digital |
| description |
Porto Digital was a policy implemented in 2000, and managed by a social organization (SO) with the initial objectives of inserting Pernambuco into the technology scenario and contributing to the revitalization of the district in the city of Recife known as Bairro do Recife. Over the past two decades, this SO has established itself as a central actor in urban planning, by associating state-of-the-art concepts into the debate on innovation. The aim of this paper is to demonstrate how these narratives have been used as city marketing. This was an explanatory research on the construction, evolution and main impacts of Porto Digital, enabled through the collection of bibliographic, documentary, interview and observational data. It may be perceived that a gentrification process has taken place with identity manipulation, an exodus of part of the population and the valorization of real estate chiefly for the consumption of companies. It may be understood that the instrumentalization of this innovation debate as city marketing has both boosted businesses and served as a smokescreen for social problems. |
| publisher |
ANPUR |
| publishDate |
2020 |
| url |
https://rbeur.anpur.org.br/rbeur/article/view/6396 |
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