A complexidade comunicacional nos espaços de relação do Shopping Center Iguatemi de Porto Alegre: um estudo de caso

• Ano de defesa: 2007
• Autor(a) principal: Soster, Ana Regina de Moraes
• Orientador(a): Scroferneker, Cleusa Maria Andrade
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO ORGANIZACIONAL; SHOPPING CENTERS; ESPAÇOS URBANOS; COMPLEXIDADE
• Link de acesso: http://hdl.handle.net/10923/2109

The advent and expansion of the urban areas are linked to a set of social, economic and cultural relationships in different spaces along the times. In such a context, the populational, economic and technologic flows, among others, have organized and reorganized such spaces, causing new processes and forms to appear. This way, the shopping malls in general, and Porto Alegre Iguatemi Shopping Center in particular, represent the spatial (re)organization, polarization capable of reaching beyond the condition of a “link between the parts”. When considered in their complexity, such spaces of clustering and diversity favor the understanding of those communicational processes there existing. Under such an approach, the Porto Alegre Iguatemi Shopping Center is made up by a set of relationship spaces which communicate with the shopping public, by simultaneously articulating the fragmented and fragmenting the apparently articulated elements. Like the city of Porto Alegre, the Iguatemi Shopping Center has (re) organized not only its environment but also its internal spaces, by means of its communicational spaces, aiming at responding the global/local interactions. By articulating the concepts of Bigger, Mix, Fashion, Style, Attitude, Movement, and Well Being, such Shopping Center for more than twenty years now has yarned a story that is linked to the very story of Porto Alegre, by building an identification, going beyond a lovemark. To widen up our possibilities of understanding, we have established seven communicational spaces: Health and Well Being, the Clock Square, the Services Street, the Gourmet Center, the National 24 Hours, and Lojas Renner. Supported by the Paragon of Complexity, in our research we have surveyed the bibliography and the sites in a field work that, besides observing in loco those mentioned spaces, and the Shopping Mall as a whole, has included interviews with people directly involved with Iguatemi Shopping Center, or with the spatial (re)organization of the city of Porto Alegre. Questionnaires have been also applied to Porto Alegre Iguatemi Shopping goers, whose answers have been given a qualitative treatment, thus significantly contributing for the understanding of the respondents’ perceptions in connection to the relationship spaces, and the shopping mall as a whole. At he end of this paper we consider that Porto Alegre Iguatemi Shopping Center, by its communicational spaces, represents to many of the questioned people, not only a part of the city of Porto Alegre, but the city of Porto Alegre itself.