"The Sky is no longer the limit": The Dilemmas of the Real Estate Overvaluation in Balneário Camboriú, Brazil

Resumo

This article examines how transformations in coastal occupation reveal the consequences of the dynamics of real estate valuation in the case of Balneário Camboriú (BC), Santa Catarina, Brazil, which is one of the main national centers of real estate valuation. The present study employs a Bourdieusian perspective, particularly the concept of doxa, to investigate how practices and discourses serve to legitimize the commodification of the beachfront. The methodological approach involves conducting a semantic content analysis of the dissemination of podcast episodes featuring real estate agents within the region. They have been identified as a key element to promote specific properties. The research findings denote that this phenomenon is facilitated by discourses surrounding media representation, which serve to perpetuate the notion of exclusive access to beachfront properties. The promotion of enterprises in videos and podcasts emphasizes a lifestyle based on the consumption of high-standard goods and services, consolidating the beach not only as a leisure space, but also as a financial asset. Furthermore, the analysis indicates that profitability and urban safety emerge as the predominant factors for attracting investors, thereby reinforcing the notion of BC as a refuge for particular social groups.