THE REAL ESTATE INCORPORATION AND PROPERTY MARKET IN MARINGÁ: OVERVALUATION OR OVEREXPLOITATION?

Abstract

Nowadays, as evidenced by some authors, the urban space does not include only the space of the city, but all the territory where the city is inserted. Being urban today, does not necessarily mean living in the physical space of the city. The city space is contested among social groups, as different access to certain goods, services, facilities or amenities, allowing the increase in real income through appreciation of real estate assets, as well as greater material comfort. The confrontation of different interests in the appropriation of benefits in terms of generating income and gains of productive and commercial source, as well as improved material and symbolic life conditions, characterizes the urban surroundings as an arena of struggle for space. Therefore, this study aims to make a theoretical reflection, analyzing and identifying the strategies and actions used by the real estate market for the (re) production of Maringá urban space from the analysis of a newspaper of a real estate fair held in Maringa. In this context, the role of real estate marketing is emphasized, changing the city into a business site. The capitalist city is the concentration "locus" of multiple changes occurring during time, and it also has two basic purposes: exploration and, consequently, profit. Hence, regardless of who occupies its space, this is evidenced in a given time, crystallizing the built environment through political alliances, power relations and exchange.