“Mooca in fashion”

the media and the production of urban landscapes for consumption and leisure in old industrial areas of São Paulo

Abstract

We address the construction of the urban landscape of the Mooca district as a place of consumption and leisure for the middle classes by the press, and the role of cultural intermediaries (journalists, photographers, advertisers etc.) in this process. We analyze the constitution of post-modern consumer and leisure cultures, their place in the contemporary urban cultures and the relationship between society and photography in the formation of a visual culture. Thus, we observe the role of the media in transformation of this old industrial district reconfigured by residential verticalization through iconographic analysis.