O design como elemento comunicador entre a adequação e transgressão da Lei Cidade Limpa na Cidade de São Paulo

Abstract

This research seeks to discriminate and analyze the media settings in the city of São Paulo considering the advent of the Cidade Limpa Law. The impacts, adjustments and transgressions generated by this regulation will be analyzed. In this context, it is also observed the relationship between the different visual communication media, from advertising to public art and the landscape of the city. It is assumed that the urban landscape can not be understood solely as a media or holder, as it is often defined by advertising. Instead, it is a complex communication environment where interact different fields of culture and design, sometimes harmonizing and sometimes subverting this Law and an aseptic-formal aesthetic appearance of the city that is conceived and is intended to establish. Thus, the use of other advertising media, design, urban art and new activism and resistance are an aesthetic strength and channel of communication increasingly present and powerful in the landscape of the metropolis, bringing another dimension to the reading of urban space, compared to traditional visual media. These new forms of appropriation of public space guarantee great access and participation to the multiple users of the city. This work is based on the theory of authors such as Giulio Carlo Argan, Michel Foucault, Roberto Esposito, Antonio Negri and Michael Hardt and brings together documentary material representing some illustrative cases. Analyzing the city as a visual language, built in the confrontation between city appropriation developed by the everyday life and systems of elements, codes and conventions, brings indications that the city generates meanings interactively as the viewer moves by landscape, mingling their daily life with the context and turning the city into the place and the exercise of communication