A produção mercantilizada da cidade do Salvador (BA): o empresariamento urbano soteropolitano entre 2012 e 2019

Abstract

The refunctionalization process in the urban space is one of the recurring actions in the so-called Urban Entrepreneurship and contributes to the ratification of the commodity condition of the cities. It is noteworthy that the city of Salvador (BA), through the state's management model, advances in the process of refunctionalization and is also guided by the production of urban space based on events. To this end, the present study aimed to understand how urban management, through the political action of the City Hall of Salvador and the Government of the State of Bahia, based on specific reforms and events, has ratified the condition of a city in Salvador merchandise, between the years 2012 and 2019. In the meantime, Salvador suffered 21 refunctionalizations during the highlighted years, as well as intensified the events of Carnival, New Year's Eve and created the Spring Festivals and Festival da Cidade. In order to understand if the reforms that took place in the city of Salvador are made so that events can be held or the events are carried out to validate the reforms that took place in the city, the spatial outline of the Fonte Nova, Barra and Rio Vermelho arena was defined. In this opportunity, representatives of the highlighted space clippings were interviewed, who founded, together with the theoretical scope of this thesis, to understand the soteropolitano Urban Entrepreneurship. For Arena Fonte Nova, the Financial Director of the Concession was interviewed, as for Barra, the representative of AMABARRA, and Rio Vermelho, a representative of the collective Rio Vermelho in Action. It is reinforced that the process that took place in Salvador, either through the City Hall or the State Government, has the production of events as a guiding element in the production of urban space and understands refunctionalizations, as an element to enhance these events. It is considered that the Salvadoran Urban Entrepreneurship, which intensifies the city of Salvador as a commodity, is made from the duality between City Marketing, and, also, from the use of Public Internal Marketing. Therefore, the refunctionalizations and events that took place in Salvador are also carried out to meet a War of Places, according to the idea of Santos (2001), as well as ratifying the condition of the local resident, of this city as a commodity, as a Consumer More than Perfect, to the detriment of the idea of a citizen.