The City Image in the Political Representation Scenery

• Main Author: Fábio Pendiuk
• Format: Article
• Language: Portuguese
• Published: Universidade Nove de Julho 2009-02-01
• Series: REMark: Revista Brasileira de Marketing
• Subjects: Agendamento. Cenários de representação da política. Mídia.
• Online Access: http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/644

Facing the introduction of a new leadership profile of Curitiba-PR, in this article, it is identified, from analysis of Curitiba city images produced on media before and after the city elections of 2004, how this element contributed to the result of that electoral competition, considering that an important element on the development of the politic representation scenery at that moment. The analysis shows that the image built on media promoted a change in the technocratic profile of the urbanists that exercised the hegemony in the city since the 1970’s and benefited the elected candidate, which profile was the best to be adapted to that image.