Piscinas de Ondas: midiatização, mercantilização e discursos de prazer e liberdade do surfe na publicidade dos condomínios

Abstract

The objective of this dissertation is to analyze the impact of the emergence of new high-performance wave pools in the media discourses about surfing from the relationship between the uses of urban spaces and the sport-spectacle. In Brazil, this equipment is emerging within luxury developments as another option for enclave leisure and another sales argument within the advertising of condominiums. The methodology used was the case study of the Rip Curl Grom Search championship presented by Praia da Grama, which was carried out in the Praia da Grama condominium, in Itupeva, interior of São Paulo, where the country’s first high performance wave pool was opened. The analysis of the object allowed us to observe that wave pools are transforming the cartography of surfing in the country with the emergence of new territorialities, more stable and controlled, which can modify the sociability of the sport, especially in water. These equipments and the new advertising discourses created to sell them started a new phase of commercialization of the sport that is changing the foundations of what is now understood as surfing culture.