A invenção de Ipanema: práticas sociais e discurso jornalístico na criação de um imaginário urbano

Abstract

This work analyzes the construction of Ipanema's imaginary from its social practices and the discourse present in newspapers during the 60s, 70s and 80s of the 20th century. We list five elements, which we believe were essential for the construction of the representations of this neighborhood that has an immense symbolic charge. They are: the weekly O Pasquim, some specific territories in the neighborhood, such as certain bars and stretches of the beach, the bossa-novista movement and the fashion universe. We understand that these spaces and such social practices have leveraged the name of Ipanema as a place that goes far beyond its physical limits, in view of the strength of its brand. This area is often included as a synonym for a specific representation of the city of Rio de Janeiro, that is, the one that associates the metropolis with joy, bohemia, relaxation, sunny days on the beach, among many other adjectives that we will see along the search. In addition, we understand that it was not only the people and events that took place in this neighborhood that contributed to its fame, but a powerful discourse in the printed media was crystallizing in the memory of Cariocas and other citizens as the city's history unfolded during the period in question, thus corroborating the prestige of the place. Therefore, we analyzed some works that tell the trajectory of Ipanema and did several researches in two newspapers, mainly: O Pasquim itself and Jornal do Brasil, with the objective of understanding how social practices and media discourses interact in the creation of imaginative geographies with great impact on the urban imagination.