Abstract

SOARES, Jorge Coelho  and  SANTANA, Gisela Verri de. Hypercities, consumption and habitation: from inhabit need to desire of dwelling. Estud. pesqui. psicol. [online]. 2007, vol.7, n.2, pp. 0-0. ISSN 1808-4281.

This article considers the city as the main social actor under a hypermodern context. The process of urbanization and the subject of consumption will be in focus, mainly those issues related to real estate market and industry, taken as a part of capitalism. The competitiveness among companies in this market section is present in the search for new market niches, as well as in the growing competition among great and small incorporation companies. They dispute places, areas and new patterns of “concepts”, ways and styles of living, as reported in the publicity. In the opposite end of this relationship we find the consumer, an urban subject, inserted in a fragmented universe. A combination of factors make Brazilian consumers to recognize habitation as a dream, ideal and life goal, a symbol of success and social status, which are expressed in the location of the habitation and in the style of dwelling

Keywords : Hypercities; Consumption; Habitation; Real estate market.

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