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This chapter examines the promotional image of the city of Porto, cre-ated and disseminated in the last decades, as a means through which core capi-talist values, objectives and operative logic are disseminated and naturalized in public space. Mirzoeff’s conceptualization of visuality, as the aesthetic means through which dominant systems seek to present their legitimacy as self-evident, informs our examination of branding, architecture, and its visual reproduction, as discursive practices employed in the deployment of what we will designate as a capitalist visuality. Local tradition and cosmopolitan modernity are identified as the two main con-cepts in the promotional strategy designed to enhance the city’s appeal, which representation relies to a large extent on architectural aesthetics, namely vernac-ular heritage, and international architectural icons. The chapter analyzes the re-currence of these concepts in branding, promotional imagery, and architectural management.

type	research exposition
keywords	capitalist visuality, place branding, architecture, Porto
date	23/11/2022
last modified	13/06/2023
status	in progress
share status	public
copyright	Ana Miriam
license	All rights reserved
url	https://www.researchcatalogue.net/view/1831240/1831239
external link	https://link.springer.com/chapter/10.1007/978-3-031-06809-6_16

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Capitalist visuality: branding, architecture, and its visual reproduction. A case study in the city of Porto. (last edited: 2023)

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