Abstract
Between 2007 and 2016, the Rio de Janeiro joinedthecircuitofinternationalsportsmegaevents. Sincethen, thethreelevelsofgovernmenthavebeenpromoting a series ofpublic policies to reconfigure aestheticsandurbanplanningthecity. Discursively, thestrategyinvolvesthere-foundationofthe Wonderful City andtheexaltationofthe Rio alludedpicturesqueattributessuch as friendliness, irreverenceandhospitality. Besidesthealreadyknownicons, whichreferto a cultureofhedonism, like samba, carnivalandfootball, the favela becomesanotherelementtobeincorporatedintothe“carioca branding”. Toattracttourists, investorsandattendthelawandorderthe carioca elite´sdemands, however, theongoingprojecthasas mainsupportthepoliceoccupationofthoseslums: theUPPs (Police UnitsPacification), which, whilethatallowaccesstothe elite areashithertoconsideredviolent, promotethemigrationofresidentsoflowerincometo more remoteandpoorneighborhoods. The guideline in force thenbecomestheconsumption as a prerequisiteofcitizenship: accesstothe Marvelous City, socovetedaroundthe world, isrestrictedto a smallportionofthepopulation.
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