RevistaTOMO,SãoCristóvão,v.44,e22762,2025DOI:10.21669/tomo.v44.22762SpecialIssue-CoastalSqueeze:BeachesunderSocio-EconomicandEcologicalPressureE-ISSN:2318-9010/ISSN:1517-4549SpecialIssueTheSkyisnolongerthelimit”:TheDilemmasoftheRealEstateOvervaluationinBalneárioCamboriú,BrazilVarleiRuiErtel*1MarciaMazon*2AbstractThisarticleexamineshowtransformationsincoastaloccupationrevealtheconsequencesofthedynamicsofrealestatevaluationinthecaseofBalneárioCamboriú(BC),SantaCatarina,Brazil,whichisoneofthemainnationalcentersofrealestatevaluation.ThepresentstudyemploysaBourdieusianperspective,parti-cularlytheconceptofdoxa,toinvestigatehowpracticesanddiscoursesservetolegitimizethecommodifica-tionofthebeachfront.Themethodologicalapproachinvolvesconductingasemanticcontentanalysisofthedisseminationofpodcastepisodesfeaturingrealestateagentswithintheregion.Theyhavebeenidentifiedasakeyelementtopromotespecificproperties.Theresearchfindingsdenotethatthisphenomenonisfaci-litatedbydiscoursessurroundingmediarepresentation,whichservetoperpetuatethenotionofexclusiveaccesstobeachfrontproperties.Thepromotionofenterprisesinvideosandpodcastsemphasizesalifestylebasedontheconsumptionofhigh-standardgoodsandservices,consolidatingthebeachnotonlyasaleisurespace,butalsoasafinancialasset.Furthermore,theanalysisindicatesthatprofitabilityandurbansafetyemergeasthepredominantfactorsforattractinginvestors,therebyreinforcingthenotionofBCasarefugeforparticularsocialgroups.Keywords:Symbolicconstructionofspace;Coastaloccupation;Mediatization;BalneárioCamboriú.*UniversidadeFederaldeSantaCatarina,CenterforPhilosophyandHumanSciences,GraduatePrograminSociologyandPoliticalScience,Florianópolis,SantaCatarina,Brazil.E-mail:varleiruiertel@gmail.comOrcid:https://orcid.org/0009-0006-8168-2497CrediT:Conceptualization,Investigation,Methodology,andOriginalDraftWriting**UniversidadeFederaldeSantaCatarina,CenterforPhilosophyandHumanSciences,GraduatePrograminSociologyandPoliticalScience,Florianópolis,SantaCatarina,Brazil.E-mail:marciadasilvamazon@yahoo.com.brOrcid:https://orcid.org/0000-0002-2953-1089CrediT:Conceptualization,Supervision,Writing–ReviewandEditing.1Introductioncf.cf.Socialsciencestudieshaveexploredtheoccupationofthebeachfrontinallitscomplexity.Itisaddressingaspectsrangingfromtheinfluenceoftherealestatemarket(LoloumandAledo,cf.SartoreandCoffey,2020)tothepowerrelationsof2018)andthedynamicsofconsumption(elitesthatintertwinebothprocesses(BrunoandSalle,2018).Ahistoricalandculturalpro-cesscanbeobservedthatreconfiguresthebeachasasociallydesiredspaceforvarioussocialgroupsand,incertaincontexts,aseconomicallyovervalued.Thistransformationshedslightonthedynamismofnatureappropriation,whichisshapedbyavarietyofpolitical,cultural,andeconomicfactorsthatinvolvebothmaterialandsymbolicdimensions(Corbin,1989;Ritchie,2021;Low,2025).cf.InBrazil,anempiricalfieldhasyettobethoroughlyexploredamongsociologists,despiteitspo-tentialtodeepentheunderstandingofthesebeachdynamics.ThecaseofBalneárioCamboriú,nowcommonlyreferredtoasBC,acoastalcityinthestateofSantaCatarina,offersapromisingavenueforresearch.Inrecentdecades,BChassolidifieditspositionasapreeminentcenterforrealestatevaluationinthecountry.Thisprominencehasledtoitsnickname“theBrazilianDubai,”areferencetoanurbanizationmodelcharacterizedbythedevelopmentofskyscrapers.Inaccor-dancewiththisphenomenon,thepricepersquaremeterinBCandneighboringcities,suchasItapemaandItajaí,hasexhibitedanupwardtrendoverthepastdecades,therebypositioningtheregionamongthemostexpensiveinthecountryforrealestateacquisition.Sinceacquiringurbanstatusthroughadministrativeautonomyin1964,BChasbeenregardedasaseasideresortcity.Forinstance,duringthesummerseason,theseasonalpopulationcanexceedonemillionpeople,therebydemonstratingthecentralityoftourismandtheintermittentoccupa-tionofpropertiesforoccasionaluse(Nunes,2025).Whenconsideredcollectively,thesedynamicsindicateareconfigurationofthecoastalurbanspace,whereinrealestatemarketinterestsandlegitimizingdiscoursesassumeapivotalroleinsustainingthismodelofseasideoccupation.Thecentralissueofthispaperistoexplorehowaframeworkofdiscoursesonseasideoccupationismanifestedinthedynamicsoflocalrealestatevaluation.Tothatend,weemploytheBourdieu-sianperspective,whichprovidesuswithalenstoperceivehowpracticesandhierarchiesbecomenaturalized,favoringtheconsolidationoftheurbanmodelthatbenefitscertainsocialgroupsattheexpenseofothers.Theprimaryobjectiveofthisstudyistoexaminetheimpactofmultifacetedtransformationsintherealestatemarketandtomovebeyondasuperficialanalysisthatconceivesthecoastlinesolelyasaspacefortourismandleisure.Withinthiscontext,acentralaspectofthisprocessisthegrowingnumberofhouseholdsforoccasionaluse(HOU),whichhasincreasedby148.61%atthenationalleveloverthepast20years(InstitutoBrasileirodeGeografiaeEstatística,2022).Thisphenome-nonisindicativeoftheintensificationofthecommodificationoftheseasideandtheemergenceofwhatcanbedescribedasbeachgrabbing,aprocessthroughwhichprivateinterestsincreasinglyappropriatecoastalareasforexclusiveuse.Collectively,thesedynamicsstrengthenanoccupationmodelmarkedbyrealestatevaluationanddisparatepatternsofurbanspaceutilization.Amethodologicaloperationalizationisachievedthroughanintersectionofmediatizationandasemanticcontentanalysisofapodcastframework.Theterm“mediatization”meanstheemergen-ceofinstitutionalizedmediaentitiesthatpossessthecapacitytoinfluencetheformationofso-ciallife(Krotz,2009).Thisprocessencompassesspectrathataffectbothindividualandcollective2VarleiRuiErtel;MarciaMazonhabitusformation.Inaccordancewithsociologicalresearchontheinterplaybetweenindividualsocialcharacterandmajorsocialstructures,includingpolitics,family,education,andindustry,Hjarvard(2013)proposesthatculturalidentity–conceptualizedasasystemofgeneraldisposi-tions–ispredominantlyinfluencedincontemporarysocietybythepropensitytoadheretopre-vailingtrendsintaste,fashion,food,socializationpractices,andotherindicatorsofconsumerstyleandsocialstatus.Individualsplaceconsiderablerelianceonthemediaforthepurposeofacqui-ringinformationanddevelopingtheirsocialgroupaffiliations.AsHjarvard(2013,p.149)furtherobserves,medianotonlyreflectbutalsoactivelyconstructlifestylespresentedas“guidelinesformodernliving.”Asemanticcontentanalysiswasconductedonconversational-stylepodcastdiscussionsbetwe-enahostandguestsfromtherealestatesectorinBC.Asubsequentanalysisofthediscoursesrevealedtheirorganizationaccordingtofivedimensions.Thefactorsunderconsiderationareasfollows:(i)recognitionandconsensus;(ii)languageanddiscourse;(iii)institutionalgrant;(iv)socialdistinction;and(v)economicresources.Thestudyhighlightshowconventionalnarrati-vesconcerningsecurityandexclusivityperpetuatetheongoingvaluationofpropertiessituatedalongBC’scoastalregions.Theobjectiveofthisstudyistoprovideacriticalanalysisofthesocialconstructionoftherealestatemarketincoastalareasandtheimpactofmediadynamicsontheproductionofsocialdifferentiation.Touristificationandrealestatevaluation:dynamicsofbeachfrontoccupationThelastcensusshowedthatthemunicipalityofBChasapopulationof139,155inhabitants(In-stitutoBrasileirodeGeografiaeEstatística,2022).However,duringthesummerseason,thecityreachesonemillionpeople.Thisisnotanisolatedphenomenonintheregion.In2023,SantaCa-tarinareceived2.8milliontouristsduringthesummerseason(Pinheiro,2024).IncomparisonwithotherBrazilianfederalunits,thedatarevealthatSantaCatarinaisthestatewiththehighestpercentageofHOU,nearly10.30%ofthetotalnumberofprivateresidences.Thisfactorisrelatedtotheso-calledcoastal“touristicvocation”sinceseveralmunicipalitieshaveapercentageofHOUstillhigherthanthat,suchasJaguaruna(63.68%)andBalneárioRincão(58.83%).thTheconceptof“touristvocation”hasbeenapersistentfeatureofthelocalsocialimaginationsincecentury.Forexample,in1918,theFlorianópolisnewspaperTerraLivrepublishedtheearly20theresultsofaconferencebetweenhigh-levelstatepoliticians.Theagentswereinterestedinin-vestingininfrastructuralimprovementstothecity.(Ofuturodacidade,1918Ferreira,1994,p.110).Thephenomenonoftourismcanbeinterpretedasareverberationacrossvarioussocialgroups.Individualsoccupyingpositionsofprivilegeoftenengageintravelandtouristactivities,servingasdistinctionmarkers,akintoowningahouseoracar.Theseexperiences,rootedinmate-rialresources,possesssymbolicvalueandareculturallycodified,therebyreinforcingsocialstatusanddistinction(Urry,1996).apudTheurbanizationofthebeachfront,orientedtowardleisure,commencedintheseconddecadeofthelastcenturyandhassincebeenshapedbytheculturaldiachronyofbeachuse.Despitethelong-standingpresenceofvisitorsandproprietorsofsecondaryresidencesinthearea,thesocialutilizationofthebeachhasundergoneprofoundanddynamicchangesovertime.Theurbanlandscapehasundergoneasequenceoftransformationsovertime.Initially,thedevelo-pmentofmodestholidaycottagesoccurredtoreplaceagriculturallands.Subsequently,thede-3“TheSkyisnolongerthelimit”velopmentofsmall-scaleapartmentbuildingsensued.Thisprocesshasrecentlyreachedanewphase,markedbytheemergenceofmassiveskyscrapersthathouseluxuryresidences.Thesesuccessivetransformationsnotonlyreflectshiftsinarchitecturalformbutalsoembodybroaderchangesinsocialaspirations,consumptionpatterns,andthesymbolicmeaningattributedtocoastalliving.Figure1–Occupationoftheseafrontintheearly1970s.Source:HistoricalArchiveofBC,collectionnº924.Anexaminationofthedataonresidentialoccupationrevealsatransformationthatiscurrentlyunfolding.Thecurrentnumberofunoccupiedhouseholdsis28,289,32.84%ofthetotal–asubs-tantialdeclinefromthe49.96%documentedin2000.Thischangeisindicativeofabroadershiftintheregion’sdemographicsandpotentialeconomictrends.Itisalsoassociatedwithaprocessofalignmentwiththeworldviewsandaspirationsofthesocialgroupsthatutilizeandfrequentthiscoastalspace,aswewillseethroughoutthispaper.Table1–NumberofPrivateHouseholdsinBCbyYearYear20222000Totalprivatehouseholds86,149Privatehouseholdsnotoccupied28,289Categorizedasoccasionaluses22,99446,85923,41619,667Source:ElaboratedbytheauthorswithdatafromIBGE(2000;2022).Categorizedasvacant5,3023,749Ahistoricalexaminationrevealsthattheinitialdevelopmentofthearea(inthe1920s)wasdrivenbytheinfluxoftheindustrialbourgeoisiefromneighboringcitiessuchasBlumenauandItajaí.Afterthatperiod,thecoastalregionhasbeenpredominantlyshapedbythehotelindustry.Theluxuryhotelsegment,inauguratedin1957,hashistoricallycateredtoadiscerningclientele,in-4VarleiRuiErtel;MarciaMazoncludingformerBrazilianPresidentJoãoGoulart,wholateracquiredaresidenceinthelocalitytospendthesummermonths(Schlickmann,2016).Theseshiftsalsoinviteconsiderationoftheextenttowhichthepublicsectorhasplayedaroleinfosteringandregulatingtourism,therebyreinforcingthedynamicsofcoastalurbanization.Theverticalizationofbeachfrontresidencesemergedin1960.Thatcoincideswiththeexpansionofsun,sea,andsandtourismnotonlyforlocalneighborhoodresidentsbutalsoforBrazilianso-cietyasawhole.TheBrazilianTourismCommission(Combratur)wasformallyestablishedatthefederallevelthroughtheissuanceofDecreenº44.863/1958.ThiscommissionisdirectlylinkedtothePresidencyandpossessesbothconsultativeandexecutivefunctions.Theprimaryobjectivesofthecommissionarethreefold:first,tocoordinatetourismpolicies;second,tostandardizepro-cedures;andthird,toarticulatestateandprivatesectorinitiatives.Subsequently,atthestatelevel,Lawnº3.684/1965wasenacted,establishingtheStateTourismServiceofSantaCatarinaandtheStateTourismCouncil.Theoverarchingobjectivesofthislegislativeinitiativeencompassedtheor-ganization,fostering,andsupervisionoftourismactivities,theregulationofenterprises,andthepromotionofinfrastructure,includinghotelsandtransportservices(CavalcantiandHora,2002).Therelationshipbetweeninstitutionalarrangementsanddisputesoverlocaldevelopmentrouteshadanimpactonthecontoursofurbandesign.Inparticular,thereconfigurationofpublicspaceinfavoroftouristactivitiesandtherealestatemarkethadconsequencesforthedailypracticesofresidents.Atthesametime,thereconfigurationofpublicspacemadeitpossibletoexcluderesi-dentsfromtheirowncity(Skalee,2008).Ananalysisofrealestatevaluationdatafromtheregion,particularlyfromthelastyearsandencom-passingthemunicipalitiesofBC,Itapema,andItajaí,demonstratesthatpropertieswithinthisareaconsistentlycommandthehighestaveragepricespersquaremeterinthecountry.Forinstance,inJanuary2019,theaveragesquaremeterpriceinBCwasBRL7,141.00/m²(USD1,400.00/m²).ByJa-nuary2024,thisfigurehadincreasedtoBRL12,660.00/m²(USD2,500.00/m²),increasing78.73%(FundaçãoInstitutodePesquisasEconômicas,2024).Thevaluepersquaremeterisdirectlypropor-tionaltotheproximitytothesand.TherealestateonAtlânticaAvenuecanreachanaveragepriceofapproximatelyBRL80,000.00/m²(USD16,000.00/m²),whichissignificantlyhigherthanthepricesreportedintheFipeZAPstudy(FundaçãoInstitutodePesquisasEconômicas,2024).Thisphenomenonofrapidrealestateappreciation,whenjuxtaposedwiththe43.75%surgeinIBOVESPAsharevaluesduringthesameperiod,highlightsthesuperiorperformanceoftherealestatemarketoverprominentfinancialcapitalfirmslistedonBrazil’sstockexchange.Thesedy-namicsunderscoretheintensityofrealestatespeculationinthelocality.5“TheSkyisnolongerthelimit”Figure2–Occupationoftheseafrontin2025.Source:Authors.Beyondtheeconomicdimension,thedecisiontoinvestinasecondaryresidenceincoastalcitiessuchasBCtranscendsthelogicofmaterialutility,becominginsteadasymbolofaffiliationwithalifestylecharacterizedbyluxury,leisure,andexclusivity.Thepursuitofstatusisnotmerelyamatterofseekingcomfortorconsumingservices;itisalsoameansoflegitimizingstatusbeforepeers(Pulici,2010).Travel,visitationtospecifictouristdestinations,andownershipofpropertiesintheselocationsrepresentelementsthatmanifestsymbolicresourcesthattranscendincomeormaterialwealth.Theseelementsareconsolidatedasdistinctiveculturalpractices(ThurlowandJaworski,2012).Therelationshipbetweenurbanspace,theconsumptionofculturalgoods,andthereproductionofsocialhierarchiesisbothevidentinthelandscapeandinthediscoursesthatnaturalizethe“touristicvocation”andthedevelopmentorientedtowardstheelites.Thesociologicalanalysisoftheseprocessesenablesustounderstandhowtheshorelinerepresentsaspaceforleisureandaprivilegedlocusfortheexpressionandreproductionofsocialinequalities.There,thepotentialforeconomiccapitalisintricatelyintertwinedwithculturalandsymbolicresources,therebyreinfor-cingthedistinctionsbetweensocialgroups.theodicydoxaInthefollowingsection,wewillexplorethenotionoflizationofseasideoccupation.Thelegitimationofelitepowerincoastalspacesandtoexaminethedenatura-InlightofPatrickChampagne’spioneeringcontributionsin“Lespaysansàlaplage”(1975),thestudyofbeacheshasevolvedbeyondanarrowfocusonleisure.Instead,beacheshaveemergedasauniquesettingtoanalyzesocialstratification,offeringamultifacetedlenstoobservesocialdy-namicsinaction.Thesesingularspaces,situatedattheintersectionoftheseaandtheland,serve6VarleiRuiErtel;MarciaMazonasintriguinglaboratoriesforsociologiststoelucidatepowerrelations,strategiesfordistinction,anddisputesoveraccesstovariousresources(BrunoandSalle,2018;LoloumandAledo,2018).doxaThisrelativelyhomogeneoussocialspace,characterizedbythepotentialforunequalrepresenta-tionamongsocialgroups,issubjecttodomination,leadingtotheformationof.Itrepresentsasymbolicformofpowerinherenttobothestablishedformalinstitutionsandinformalorsemi--formalinstitutionscapableofappropriatingtheprevailingframeworkofvalues.Forinstance,thenotionanddesireofderivingagoodlifefromone’sretirementyearsbyresidingnearthebeachhasbecomeincreasinglyprevalent.AccordingtoBourdieu,isdefinedas“asetoffundamen-talbeliefsthatdoesnotevenneedtobeassertedintheformofanexplicit,self-consciousdogma”isaconceptthatensuresthestabilityofanysocialspace,where(Bourdieu,2000,p.16).socialstructuresareproducedandreproducedthroughthepracticesandcognitionsofagents.DoxadoxaTheconstructionofsocialrealitytendstoestablishagnoseologicalorder:theimmediatemeaningoftheworld,andinparticularthesocialworld,presupposeswhatDurkheimcallslogicalcon-formism.Itreferstoahomogeneousconceptionoftime,space,number,andcause,whichagreesmindspossible.ThisconstructioniswhatBourdieucallssymbolicpower,thatis,thepowerto“makeseeandmakebelieve,”toconstructthroughenunciationandrecognitionbetweenthosewhoexercisepowerandthosewhoaresubjecttoit.Itisintherelationshipbetweensocialspacesandthestructuringoforderthatbeliefisproducedandreproduced,aboveallthroughthelegiti-macyoftheonewhospeaks(Bourdieu,1989,p.15).Aprominentrealtorassertsthatthesaleofaresidenceisnotmerelyatransaction;itsignifiestheacquisitionofalifestyle.Inthisregard,theassertionthatresidinginBCequatestoinhabitingoneofBrazil’smostexclusivelocales,characterizedbyopulence,security,andwell-being,ismade.Thediscoursedoesnotdelveintothetechnicaldimensionsoftheproperty,suchasitssquarefootageorthenumberofbedrooms,nordoesitaddressthecityintermsofindicatorsofsocialinequali-ty.Instead,thefocusisonthesocialsignificanceofhousing,underscoringitsroleinshapingthequalityoflifeandtheindividual’swell-being.Amutuallyreinforcingcognitivedynamic,involvinganexchangeofperceptionsregardingthecomfortandprivilegeassociatedwithanoceanview,isobservedtooccurbetweentherealestatedeveloperandthebuyer.Thesedynamicsservetofos-terthebuyer’sperceptionthatresidinginBCisatrulyprivilegedendeavor,accompaniedbytheunderstandingthatthereisafinancialcostassociatedwiththisprivilege.sociodicyThisevocationofdominantideas,perpetuatedbynarrativesthatcontributetothemaintenanceoftheworldviewsofagentswhojustifythemselvesinthesocialorder,isaspecifictypeofsymboliclegitimi-powercalledzesagivensocialorder,presentingitasnaturalandinevitable,whichnaturalizesitsarbitrarinessandreproducesinequalities.InthecaseofBC,itwillbedemonstratedthatthediscoursesofrealestateagentsalignwiththisconcept.istheprocessbywhichthe(Bourdieu,1998,p.43).SociodicydoxaTocomprehendthiscontext,itisimperativetoacknowledgethattherecognitionandconsensussurroundinglegitimatepracticesemanatefromapre-reflectiveadherencebytheagent.AccordingtoBourdieu(2009),therecognitionofsocialhierarchiesandtheconsensusaroundthemdonotstemsolelyfromcoercionordirectimposition.Rather,theyaretheresultofatacitadhesion,theinternalizationofvaluesandnaturalizedperceptionschemes.Theagents’recognitionofthesedominantstructuresaslegitimateisrootedintheirperceptionofthemascomponentsofa“na-turalorder”ofthings,leadingtotheiracceptanceoftheprevailingnormsandhierarchies.Con-sequently,whenagentsadoptaparticularworldview,theyoftenunconsciouslyperpetuatethe7“TheSkyisnolongerthelimit”prevailingsocialorderduetotheirearlyexposuretoandassimilationofthesocialrulestheyhaveincorporated.IntheiranalysisofSaint-Tropez,locatedontheFrenchMediterraneancoast,BrunoandSalle(2018)demonstratethelegitimizationoftheeconomicandsymbolicpoweroflocalelites.Accordingtothem,thislegitimizationreflectsatacitconsensusamongthissocialgroupregardingtheir“right”toengageinlandgrabbingandreshapethespaceaccordingtotheirpreferences.Consequently,alegiti-mationofinequalityisestablished,whereintheforcesofcontestationareinsufficienttoimpedethemovementoflegitimation,ashierarchiesareinherenttothe“natural”contextofanopulentcoastalenvironment.Consequently,apervasivehasemerged,fosteringtheperceptionofinequalityasbothinevitableandlegitimate.Thisperceptioniswidelysharedamongboththeprivilegedandtheunprivileged,whohavecometoacceptthestatusquoinSt.Tropezasthenorm.doxaWithinthisprocess,languageanddiscourseassumeaprivilegedrole,giventhattheydonotme-relyserveasvehiclesforcommunication;rather,theyfunctionasinstrumentsoflegitimizationforsocialandpracticalpositions.Thisphenomenonisintimatelylinkedtothecapacitytoestablishvaliddefinitionsoftheworld,primarilythroughthemonopolizationordominationoflanguageandthecategoriesofperception.Consequently,individualsinpositionsofprestigeandauthorityhavethecapacitytomaketheirutterancesresonateasuniversallyacceptedtruths,despitethepossibilitythatthesestatementsmayinfactreflectspecificinterests(Bourdieu,1989,pp.14–15).InthecontextofnortheasternBrazilianbeaches,adiscoursehasemergedthatlaudsthecoastas“paradise”or“placeofopportunities.”Thisdiscourseservesadualpurpose:itattractsinvest-mentsandconsolidatesprivileges.Developersemploypersuasivetacticstoappealtoprospectivebuyers,offeringpromisesofeconomicprosperity.Theexpansionofresidentialprojectsisfacili-tatedbyaconduciveinstitutionalframework,whereinstateagentsactasmarketintermediariesandlocalauthoritiesperceivelandspeculationasameanstostimulateregionaleconomicgrowth(LoloumandAledo,2018;SartoreandGomes,2025).AsimilarphenomenonisalsoobservedinFlorianópolis,thecapitalofSantaCatarina.Inthatcity,coastallocalitiesareconsiderednaturallypromisingforrealestateinvestmentsinneighborhoodsspottedas“exclusive”andhigh-standard(Ertel,2023;ErtelandMazon,2025).Thisabilitytoprojectanimageofanabundantandprosperousfutureisreferredtoas“utopianperformativity.”Thisphenomenon,aselucidatedbyrealestatedevelopers,publicmanagers,andmediaoutlets,involvesthepropagationofnarrativessurroundingdevelopmentandmoderni-zation.Thesenarratives,whenrepeatedlydisseminated,contributetotheestablishmentofanenvironmentthatfostersspeculativeinvestment.Thisinvestmentissubsequentlylegitimizedintheeyesofthepopulation,therebysolidifyingitssocialacceptance.Consequently,thediscursiveboundariesbetween“inevitablegrowth”and“indiscriminateprofit”becomeindistinct,whilethehierarchiesofaccesstolandarereinforcedunderaguiseofnaturalnessandconsensus(LoloumandAledo,2018).ThissedimentationofrecognitionisintersectedbytheactionsofinstitutionsandtheState,whichengenderformsofproductionandmeansofimposinglegitimateclassifications(Bourdieu,2014).Theterm“institutionalgranting”referstothemannerinwhichlegalframeworks,socialconven-tions,andauthoritativebodiesendorse,validate,orfavorparticularformsofspatialutilizationandtheallocationofresources.Inthecoastaluniverse,urbanplanning,environmentallicenses,andspecificrevenuemechanismscanfavorthehighprofitabilityoftherealestatemarket,shapingthebeach-grabbingprocess.8VarleiRuiErtel;MarciaMazonInSaint-Tropez,forinstance,aclosenexusexistsbetweenlocalpublicauthoritiesandentrepre-neurs,resultingininstitutionalframeworksthatfacilitatetheelitistappropriationoftheseaside.Therefore,amodelofthephysicalspaceisestablishedthroughthesymbolicpowerexertedonthespace.Thisphenomenonoccursbecauselocalgovernmentsacttoenablethewealthiestproprie-torstopreserveandaugmenttheiraffluentenclaveswhenlegislatingonzoning,buildingpermits,andinspections(BrunoandSalle,2018,p.440).Itisessentialtoconsiderthatthisprocessisnotsolelyamatterofeconomicpower.Theconceptofclasspositionsisfurtherelucidatedinthecontextofstatus,whichreferstotheesteem,pres-tige,orsocialhonorthatanindividualoragroupholds.Thesesocialcategoriesshareacertainlifestyleandarerelativelysociallyrecognized(Weber,2004).Capital,economic,cultural,social,andsymboliclevelsareexpressedinpreferences,tastes,andlifestyles.Theseexpressionsfunctionassocialmarkers.Thepowerofdistinctionisexercisedwhencertaingroupsmanagetoimposetheirmodeofconsumptionandaestheticpreferencesasmorerefined,noble,orsuperiortoothers(Bourdieu,2007).Inthecontextofconsideredhigh-standardbeaches,thismechanismbecomesparticularlyappa-rent.Theacquisitionofpropertieswith“seaview”orinselectcondominiums,attendanceatex-clusivebeachclubs,andthepresenceofaninfrastructurefocusedonhigh-costleisureallservetocrystallizethecharacter“onlyforsome”oftheterritory(BrunoandSalle,2018).InthecontextoftheBrazilianNortheast,thephenomenonoftourismspeculationgivesrisetoa“newlandscape,”characterizedbytheemergenceofresortsandprivatecondominiums.Thesedevelopmentsservetoaccentuatethedividebetweenaffluenttouristsorinvestorsandthelocalpopulation.Thelatterareoftenrelegatedtotheroleoflaborerscontributingtothecoastaleconomy.Theculturalcapi-talofforeignersandnationalelites,whencombinedwiththeeconomiccapital,resultsinspecifictastesthatultimatelybecomerecognizedstandardsforthedevelopmentoftheseaside(LoloumandAledo,2018).socialdistinctioninstitutionalgrantInthecontextofeconomicresources,itiscrucialtounderscorethatthetotalfinancialcapitalavailabletoagroupdoesnotsolelyrepresentthegroup’spurchasingpower.Theabilitytoconvertthiscapitalintoadvantageouspositionsinsocialspaces,facilitatedbyknowledgeandsocialcon-nections,isalsoakeyaspectofthestudy.Thissymbiosisofeconomicresourceswithotherspeciesofcapitalenablescertaingroupstoexercisedominanceoverpivotalsectorsoftheeconomyandattainprominentpositionsinthehierarchicalstructure.Consequently,themarketisnotaneutralenvironment;rather,itisassociatedwithvalues,preferences,anddifferentiationstrategies(Bour-languagedieu,2006,p.103).economicresourcesanddiscourseTheexplorationinthisstudyencompassesthedimensionsofdoxa,.Theseelementsare,andintricatelyintertwinedwiththeBourdieusianconceptof,of-feringamultifacetedlensthroughwhichtocomprehendtheintricateimpactsofagentsandtherealestatemarketincoastalcontexts.Thecoexistenceoftourismandresidentialzonesinthesespacesengendersconditionsfortheobservablemanifestationofelitepowerdynamics,particu-larlyasmanifestedintheappropriationofnaturalresources,includingthebeach,thevista,andtheshoreline.doxaThearticulationofthefivecategoriesexploredhere,intertwinedwiththeBourdieusiannotionof,shedslightonthepossibilitiesofinterpretationofthemultifacetedimpactsofagentsandtherealestatemarketincoastalcontexts.Thefactthatsuchspacesaresimultaneouslytouristic,9recognitionandconsensus,symbolicpower,andsociodicy,,“TheSkyisnolongerthelimit”residential,andsymbolicallyvaluedcreatesconditionsforustoperceivehowelitesremarkablyexercisetheirpower.Thisisevidencedbyappropriationofnaturalresources(thebeach,theview,andtheshoreline)orbypoliticalandinstitutionalinfluence.MethodologyThepurposeofthisstudyistounderstandthecomplexityofasocialuniverse,particularlyregar-dingthedisputeofinterestsintherealestatesectorthatinfluencetheurbancoastalconfigura-tion.Forthispurpose,weselectedfivepodcastchannels,hostedonthemostpopularaudiopla-tforms,publishedbetween2022and2024.Thesechannelsservedastheprimarysourcesfortheresearch.Eightepisodeswereselectedforanalysis,amountingto432minutesofrecordedconversation.corpusIncontrasttoconventionalqualitativematerials,suchasinterviewsorquestionnaires,podcastsfrequentlyintegrateformalandinformaldialogues,personalanecdotes,andexpertperspectives.Thisintegrationofspokencontentofferscertainadvantagesassociatedwiththespontaneityofdiscourse.Theselectedchannels’contentfocusesontherealestatebusiness,withepisodesfe-aturingwell-establishedactorsinthismarket,whichconnectsdirectlytothebroaderprocessofmediatization.However,itisimperativetoemphasizethatthisdoesnot,initself,ensuretheaccuracyoftheinformationtransmitted.Podcastswereutilizedassubstantialprimarydatainthe(2024).Weregardthemanalysisofdiscourse,accordingtotheprinciplesoutlinedbyKulkovascomponentsofamoreextensivedataecosystem,whichencompasseshistoriographicaldata,promotionaldocuments,andstatisticalsources.etal.Thepodcastswereanalyzedusingthetechniqueofsemanticcontentanalysis,amethodregardedaseffectiveinunderstandingtheconditionsunderwhichdiscoursesareproducedandinsyste-maticallyorganizingthemobjectively(Bardin,2011).Theanalysiscomprisedfourprimarysteps:•Datatranscription:itwascarriedoutusingEscribasoftware.Subsequently,thetranscriptionwasreviewedtoensuretheaccuracyofthedata.•Catalogingandcoding:thetranscribedtextwasorganizedandsystematicallycategorizedusingtheTaguettesoftware,aprogramdesignedtofacilitatetheannotationofpertinentcate-goriesandunitsofsemanticmeaning.•Tabulationandorganizationofdata:thecategoriesandunitsweremeticulouslycompiledintotabularforminspreadsheets.•Theoreticalinference:thefinalanalysissoughttoestablishacorrelationbetweentheempiri-calfindingsandsociologicaltheory,therebyestablishingconnectionsbetweentheidentifiedcategoriesandthenotionsofpower,legitimacy,anddistinction.Toelucidatethisprocedure,anillustrativeexampleisprovidedbelow.AccordingtoBardin(2011,p.137),“thecontextunitcorrespondstothemessagesegmentwhosedimensionsareoptimalforunderstandingtheexactsignificanceoftherecordedunit”.Aninductiveapproachwasusedtoidentifyunitsofregistrationwithinthetranscribedcorpus.Theseunitswerethengroupedintocategories,asdemonstratedinthefollowingexamples:10VarleiRuiErtel;MarciaMazonTable2–ExampleoftheMethodologicalOperationofContentAnalysisCategoryUnitsofregistrationi)Perceptionsofthemarket1-Pricing;2-Expectations;(ii)Professionalimage3-Knowtherealestatemarket4-Trustworthy;5-Honest.(iii)Urbanregulation6-Masterplan.(iv)High-classexpe-rience7-Celebrities;8-Safety;9-Nightlife;You’vegotthereasonsforbuying,thedesirefactors,Contextunitandthenyouendupwithfactsthatactuallymovethemarket,because,intheend,themarketrunsonexpectations.So,whenthebeachgetsexpanded,thatmakesitreal—youhaveaclearfactorthatcreatesexpectations,andthat’swhypeoplestartpushingpricesup.IhavetoshowthatIamanhonest,sincere,trust-worthyperson,and,aboveall,thatIknowtherealestatemarketverywell.Man,inBCtoday,youcannotbuildstudios.Limita-tionsofthemasterplan.Thatiswhytherearemanycelebritieswhoinvest,wholikeit,mainlybecauseofsafety.Safetycombi-nedwiththebeach,withnightlife,withdiversegas-tronomy.Thatendsupattractingthisaudience.(v)Continuousvalua-tion10-Beachandgastronomy.12-Raisestheprice.HerecomesthemagicofBC:thisguyraisestheprice.ThatoceanfrontapartmentthatcostBRL2.5millionnowcostsBRL4.5million,andhesellsit.Source:Elaboratedandtranslatedbytheauthors.aprioriSubsequently,thecategoriesweregroupedintofivebroadersociologicaldimensions,defined,toestablishrelationsbetweentheempiricaldataandtheoreticalinterpretation.Thesedi-mensionsareasfollows:1.Recognitionandconsensus:theyrefertothecollectiveandsharedrecognition.2.Languageanddiscourse:theyrefertotherelationbetweenthecontroloflanguageandtheestablishmentofauthorityoverapositionorobject.3.Institutionalgrant:itreferstotherelationbetweenthecreationofnorms,values,andpracticesandtheirinstitutionalcrystallizationreverberatedinthesocialspace.4.Socialdistinction:itreferstothedemarcationbetweensocialpositionsbasedonculturalandsocialcapital.5.Economicresources:theyrefertofinancialresourcesandmaterialformscontrolledorattribu-tedtoanindividualorgroup.Thisanalyticalframeworkenabledtheidentificationoftensionsbetweensocialagentsandthecoastalurbanoccupationprocess,aswellasitsassociatedenvironmentalimpacts.11“TheSkyisnolongerthelimit”Narrativestopromoteinhabitingthebeachfront:alookatpowerrelationsinresidentialspaceproductionthroughdigitalmediaThedisseminationofdigitalmediatopromotetheimageofBCcanberegardedasarationalformofcommunication.Thepodcastsandothervideoformatshavethepotentialtoprovideinsightintothediscoursessurroundingthecommodificationofthebeachandtheworldviewsoftheso-1.Throughsystematicobservationandmethodicalanalysis,wecialagentsinvolvedinthisprocessidentifythemanifestationsofhierarchieswithinthematerialityofresidentialoccupation.Typically,videospromotingthebeachfrontrealestatemarketcommencewithaerialandpano-ramicimagesofAtlânticaAvenue.Theinitialelementthatemergesisthe“naturalbeauty”ofthebeach.However,thecentralfocusoftheworkistodisplaythecontrastbetweenthenaturalbea-chandtheimposingbuildingsinfrontofthesea.Thebrightnessofthesunandtheblueskyareadjustedthroughacolorgradingtechniquetocreateamoreconvergentatmospherewithwhatisexpectedofaplacewithatropicalspirit,wheresaturationandwarmcolorsareprivileged.Inthissequence,theconceptofluxuryisintroduced,signifiedbythepresenceofhigh-endvehiclessuchassportscars,yachts,andjetskis.Theseitemsareadornedwithprestigiousbrandnamesanddepictedasaccompaniedbyarangeofsophisticatedservices.Uponenteringthe“highstan-dard”apartments,theopen-conceptpatternintheforegroundisimmediatelyapparent,itslumi-nescenceemanatingfromtheexpansivetranslucentglasswindows.Thefurnitureanddecorativeelementsexhibitaharmoniousalignmentwiththebluetoneofthesea,functioningasaconstantrecognitionandbackgroundelement(consensusThecommunicativeformofthistypeofdigitalmediaislinkedtothedimensionofPilguer,2025).cf..Thisphenomenonisindicativeofthepervasiveinfluenceofpre-existingconsumercon-“Uponarrivingattheapartment,hewouldproceedtodisplayasenseoffamiliarity,asifhehadcepts.Asarealestateagentrecountsduringthepresentationofapropertytoaprospectiveclient:inhabitedthespaceforanextendedperiod,instillinganatmosphereofsecurity.”2Theemploymentofpoeticdevicesinthisfamiliarandformalcontextservestoevokeexperiencesandsentimentsassociatedwiththepossessionandutilizationofobjects,particularlythehomeasasymbolicandaffectiveentity.Advertisingfunctionsnotmerelyasaninformativetoolbutasasymbolicpracticethatreliesonpoeticstoestablishanemotionalbondwithconsumers.Inrealestatemarketing,thediscoursesurroundingadvertisingmobilizestheconceptof“home”asametaphorforvaluesofbelongingandfamilycontinuity.Consumersthenprojecttheirownexperiencesandaspirationsontothisconcept(Bourdieu,2006,pp.43-44).Thisvisualmanifestationofexclusivityandluxuryiscongruentwithverbaldiscoursesrootedinthenotionofpatrimonialprotection,substantiatedbytherationaleofinvestment,whichconstitu-tesacomponentofthesuperficialstratumofthissocialuniverse.Amongthesourcesthatcontri-butetotheproliferationofthesediscursiveframeworks,realestateechoesthroughdigitalmedia,andadvertisementsplayacentralrole.Theseprograms,typicallycharacterizedbyaninformalandrelaxedatmosphere,aredesignedtosimulateconversationsrelevanttothepublicinterested1Examplesofthiscanbefoundonhttps://www.youtube.com/watch?v=Il4KEGNacW8(accessedon9Sept.2025)andhttps://open.spotify.com/episode/7vt1oPL65InLynlBDeMQvC?si=FoLtsmZIRHqjjPlHFFR-5A&nd=1&dlsi=23a04eed-“Elechegavanoapartamentoeeledemonstravaoapartamentocomoseelemorasseali,comoseelejáfb8445b8(accessedon9Sept.2025).conhecessehámuitotempo,entãotraziamuitasegurança”.2Untranslatedversion:12VarleiRuiErtel;MarciaMazonininvestmentsandtheluxurymarket.Theguests(predominantlyrealestateagentsandotherrealestateexperts)occupyprominentsocialpositionswithinthelocalrealestatefield.Theirnarrati-vesreinforcefinancialsecurity,prestige,anddistinction.Regardingpodcasts,theambianceoftheepisodesischaracterizedbytheexchangeofpersonalandprofessionalexperiences,accompaniedbyinsightsintobusinessopportunities.Aclosefocusonthedisputesandrecognitionsurroundingtheresidentialpatternsofelitegroupsrevealsasetof“bourgeois”housingpreferences,suchasthepraiseof“simplicity,”tiedtotheas-sumptionthatcontemporarysocietyseeks“lessluxury,morecomfort”.However,asPulici(2021)pertinentlyobserves,thisconceptionofthe“simple”isdetachedfromtheintrinsicpropertiesofobjectsandinsteadbecomesboththeproductandtheoutcomeoftherecompositionoflogicsof“So,bybringingthisdistinction.InthecaseofBC,theevidencesuggestsanexplicitarticulationofresidentialprefe-typeofcontentparties,restaurants,boats,sportscars,luxuryproperties,cityevents[...]onarooftoprences,characterizedbyanovertmanifestationofluxuryandostentation.ofarestaurant,toshowthecityfromabove,right,weattractthetargetaudiencetotherealestatemarket”3,asonerealestateagentremarks.languageanddiscourseWhenweenterthedimensionof,wecanobservethatcontrol,positioning,representationofthecity,andthewaytheseaspectsarefedbackbyrealestateagents,emergeasaprivilegedvectorforunderstandingtheprocessofbuildinglinksbetweenthemarketedpro-ductandthepotentialcustomer.Thecontentanalysisofrealtors’discourserevealsthatcategoriesemerge,underscoringtheinterplaybetweentheirself-imageandtherepresentationofthelocalewherenegotiationsareconducted.RealestateagentX:“So,withthiskindofcontent,whichisaboutsellingthecity,youknow,wesellwithoutreallyselling.Ourstrategyistoshowcasetheproperties,butinsidethepro-pertieswedon’ttalkaboutthefeatures,makethemexplicit,butwithoutgoingintodetails,youknow,whilebringinginsomekindofnegotiation,somekindofdrama.”RealestateagentY:“So,I’mmoreofaconsultantthanaguywho’sgoingtogiveyouexact4measurementsofthesquarefootage.”Theagentattributestheefficacyofdealconsolidationtotheagent’sabilitytobuildtrustbetweenthesellerandthecustomer,apatternofexpectationobservedintheconvergenceofexpectationsaroundrealestate.RealestateagentZ:“Wegetthattrustisthekey—todayit’sallaboutmakingtherealestatemarketmorehuman.That’sourbigadvantage.Trustisessentialfordoingbusiness,andifwewantdealstorunassmoothlyaspossible,withtheleastamountofstress,that’sexactlywhywebuiltthisrelationshipdepartment.”5“Então,eaí,sóquenóstrazendoessetipodeconteúdo,queéfestas,restaurantes,barcos,carrosespor-tivos,imóveisdeluxo,festasdacidade[…]numrooftopdeumrestaurante,paramostraracidadedecima,né,certo,atraímosopúblico-alvoparaomercadoimobiliário.”3Untranslatedversion:4Untranslatedversion:agentX-“Então,comessetipodeconteúdo,queévenderacidade,né,agentevaivendersemvender,entãoanossaestratégiaémostrarosimóveis,masdentrodosimóveisnãofalarsobreascaracterísticasdoimóvel,deixarissoexplícito,masnãoentrandonosdetalhes,né,etrazendoalgumtipodenegociação,algumtipodedrama”“Então,eusoumaisumconsultordoqueumcaraquevaitedarexatidãodometroquadrado”“Agenteentendequeoelodeconfiança,emquehojeagentetemquehumanizaromercadoimobiliá-rio,esseéograndetrunfo,aconfiançaéessencialparanegócios,eparaqueagentefaçanegócioscomomínimodedesgastepossível,comamaiortranquilidadepossível,éporissoqueagentedesenvolveuessesetorderelacionamentos.”5Untranslatedversion:.AgentY:13“TheSkyisnolongerthelimit”Thisprocessispartofalargerphenomenonthatagentshavereferredtoas“markethumaniza-tion,”predicatedonthenotionofconstructinga“relationship.”Thisperspectivealignswiththeshiftinhowpotentialcustomersaccesstherealestatecatalog.Therealtorthusascendstoapo-sitionofnotableprominence,attimesevenapproachingcelebritystatus.Inthisrole,therealtorservesasafacilitator,orchestratingtherealizationofclients’aspirations.Billboardsdisplayingtheimageofarealtorareubiquitousinurbanlandscapes.Theseadvertisementstypicallyfeaturetherealtor’slikeness,accompaniedbyimagesthatdepicthiminformalattire,suchasasuitandtie.RealestateagentZ:Aspartofastrategicapproachtoself-affirmationthroughsocialmedia,ithasbeenobservedthattherealtorwillfullyobscurestheboundarybetweenpersonalandprofessionaldomains.Thesto-ries,reels,andpublicationsdemonstratethedailylifeofrealestateagents,achievingabalance“[...]it’snousetobegood,youhavetolookgood.”6betweenlifestyleandproductpresentation.Thisstrategyisexplicitlyarticulated,asevidencedby.thefollowingobservations:Inthiscontext,theterm“beinggood”signifiestheembodimentofindividualsuccesscompatiblewiththevaluesoftheprospectiveclient.Thiscompatibilityisevidentinvariousaspects,includingbutnotlimitedto:attendanceatexclusivelocations,utilizationofsophisticatedservices,andtherealtor’svehiclemodel.Consequently,theestablishmentofthe“relationship”iscontingentuponthecongruenceofworldviewsbetweentheclientandthebroker,therebysolidifyingthetransac-tionasadistinctiveandprofoundlypersonalizedencounter.This“relationship”ispartlybasedontheimpersonationoftherealestatebrokerasa“consultant”whocommunicatesthepossibilitiesofsuccessfulmarketinvestment.Ononehand,itoperatesthroughatrustdynamicanchoredinthenotionof“security,”presentedintwomainissues:patrimonial(relatedtotheresidenceitself)andexperiential(referringtospacesbeyondthedomesticenvironment).Aspropertysecurity,thereisadeepsocialrootintheideathattheprivatehomeisanessentialconditionforfamilyformationandperpetuation,closetowhatBourdieu(2006)observedintheanalysisofthemarketofhomeownership.Inthisscenario,therealestatemarketispositionedasanattractivealternativeforclientswhoprefervisualizingtheirassetsconcretely.RealestateagentK:“Realestatemeanssecurity,[suppressionofnameofpodcasthost],it’salsodeeplyrootedinourbeliefs,inthisculturalthingweBraziliansshare:thehouse,owningyourownplace,therighttoafamilyhome.ResearchevenshowsthatthisisstillthebiggestdreamforBrazilians.Startingyourownbusinesscomessecond,butowningahomeisstillontop.7”Regardingthesecurityofresidentialexteriors,thenationalcontextofurbaninsecurityisasalient“Becausepeopleissuethatpervadesmostmetropolitanareas.Theconceptofresidinginasecureurbanenviron-whocomefromoutsidearelookingforsafety,andtheyknowthey’llfindithere.Hereyoucanwalkmentisacompellingpropositionforprospectiveclients.RealestateagentYsays:aroundwithanicewatch,driveagoodcar,withoutbeingafraidofgettingrobbedonthestreet”8.Ac-cordingtodatafromtheSantaCatarinaPublicSecuritySecretariat,BChadarateof94.14annual:“[…]queénãoadiantaserbom,vocêprecisaparecerbom.”6Untranslatedversion7Untranslatedversion:“Oimóvelésegurança,eleestátambémenraizadonanossacrença,Pedro,essaquestãoculturalquenósbrasileirosvivemos,acasa,acasaPrópria,odireitodebemfamiliaréimportante.Inclusiveempesquisaapontamqueesseseguesendoomaiordesejodosbrasileirosainda,empreenderpelonegóciopróprioéosegundomaior,masacasaprópriasegueliderando.”Porquequemvemdefora,buscasegurança,sabequeaquiencontra.Aquivocêpodeandarcombomrelógio,podeandarcombomcarro,semmedodeserassaltadonomeiodarua.”8Untranslatedversion“14VarleiRuiErtel;MarciaMazontheftsper100,000inhabitantsin2023.Thisrateissignificantlylowerthanthenationalaverage,whichwas428.60inthesameyear(FórumBrasileirodeSegurançaPública,2024;PortalVisse,2024).Thediscourseofsecurityisrootedinsocialrealityandfulfillsadualfunction:itservestomitigatethefearofviolenceandpromoteeconomicprosperityinanenvironmentperceivedaslessviolent.Asindicatedbythecontentofpodcasts’speeches,themajorityofrealestatebuyersarefromotherregionsofBrazil.Beyondsecurityconcerns,theallureofexploringbeyondtheconventionaltou-ristdestinations,characterizedbytheirassociationwithsunandbeach,isasignificantfactorinthedecision-makingprocess.Thisopensthewaytothedimensionof.Itiswellestablishedthattheadherenceofelitegroupstotouristdestinations,mediatedbythe‘experien-ces’offered,functionsasamarkerfortheclassificationofmarkets(NettoandMiraldi,2017).Thediscoursesunderconsiderationconvergebyexaltingthecityaspartofa“paradise”circuit,whichincludesstretchesofthecoastofSantaCatarina.Inthesenarrativesconcerningthe“naturalbe-auties,”weemphasizethenotionthatseasonalvisitors,uponencounteringtheinfrastructureofservicesandexperiencingtheregion’smultiplecharms,“discover”thedesiretoextendtheirstayand,consequently,toacquireaproperty.socialdistinctionNarrativesalsoshowthatthecityisseenasanidealplacetoretire,leadingthesecond-homepro-pertytogainmorevaluethanthemainoneintwopossibleways:First,therealestatepropertyisinitselfasavingsforaplannedretirement,and,whenthetimecomes,theownerwillsellandturnitintomoneytoretire.Second,theretiredcanoccupytheresidencepermanentlyandintermit-tentlyenjoythelocallifestyleofferedinthecity.The2022Censusshowsthatthecityhad18.39%ofelderlypopulation,whilethenationalpercentageis15.81%.Thisrealestatebusinessmodel,whichcombinesobjectiveandsubjectivefactorstoattractcustomers,competesforrecognitionasaninvestmentstandardtobeimplementedinotherlocationsinBrazil,especiallythroughtheSPAUTZ,2024).actionofthepublicpower(PodcasthostWeinterviewedMayorFabríciohere,andwecouldseeit’snotjustapublicinitiative,it’snotjustaprivateoneeither.Itfeelsliketherearealotofpeoplewiththesamefocus,thesamemindsettoturnthisintosomethingdifferent–anditreallyis,theyactuallypulleditoff”9cf.:“institutionalgrantsThisenablesustotransitionintoadifferentdomain:.Theaforementionednarrativesacknowledgetheroleofpertinentlawsandregulationsthatactinthismarket.Theyalsorecognizethattheregulationofbuildingstandards,implementedthroughurbanplanning,isthemaininstitutionalmechanismthatallowsdeveloperstoconstructhigh-standardbuildings.Thesebuildings,inturn,consolidateaspecificmodelofurbanspacetransformation.Thenexusbetweentheallocationofpublicauthorityinthecontextofintenseverticaldevelopmentandthearchitecturalparadigmofsuperiorresidentialenvironmentsappearstoinfluencethedynamicinterplaybetweenpublicregulationandprivateresponsibility.Theinterplayofforcesbetweenpublicandprivatepowerconvergesoncounterpartinterestsintheformofoccupationofthebea-chfront.Datashowthat57.22%ofthecity’spopulationlivesinapartments,andBChasthelargestproportionofthepopulationlivingonrentinBrazil,45.2%(Pacheco,2024).10“AgenteentrevistouaquioprefeitoFabrícioeagentedeuparaverquenãoéumacoisasódeiniciativapública,nãoéumacoisasódeiniciativaprivada.Parecequetemmuitagentecomomesmofoco,omesmomindsetdefazerissoaquiumnegóciodiferenteedefatoé,defatoconseguiuser.”Untranslatedversion:15“TheSkyisnolongerthelimit”Thisdynamicunderscoresthestate’sfunctionasamediatorandproponentofaterritorialoccupa-tionthatmirrorsnotonlyprivateinterestsbutalsotheconsolidationofsociallylegitimizednormsandvalues.Urbanregulation,byprioritizingverticalizationandtheprovisionof“high-standard”realestate,reinforcesacitymodelthatprivilegesselectsocialgroupsandexcludesasignificantportionofthepopulationfromthemostvaluedareas.Consequently,thestatenotonlyregulatesurbanspacebutalsoproducesthesymboliclegitimizationofanidealurbanbeachthatnaturalizesinequalityandsocialselectivity.Thisphenomenonservestoreinforcetheprevailingperceptionthatresidinginacoastaldwellingisahallmarkofstatusandexclusivity.Moreover,itperpetuatesthenotionthatrealestatevalua-tionandrestrictedaccessareby-productsofaconceptof“naturaldevelopment”.Thestateisnotanimpartialentity;rather,itfunctionsasapivotalinstitutionintheproductionandsustenanceofnormsthatshapehowurbanspaceisinhabited.ThisobservationalignswithpriorresearchconductedonthebeachinFlorianópolis(ErtelandMazon,2025).cf.ThestatehasprioritizedprojectsforrevitalizationintheAtlânticaAvenuearea,withaparticularfocusonnourishingthebeachduetocoastalerosion.Theinitiativetoaugmentthecentralbeacharea,increasingthespace’sextentbyanaverageof25meters,commencedinMarch2021andwasconcludedinDecemberofthesameyear.TheprojectincurredacostofBRL90milliontopublicfundsandexertedadirectinfluenceonthevaluationoflocalproperties(Frighetto,2024).Asin-dicatedbythedata,thepriceofpropertiesclosertotheseaincreased20%-40%inthesameyear(Konchinski,2021).Therelationshipbetweenverticalizationandurbanprojectsthatadaptpublicspacestomakethemmoreattractiveiswhatthepodcastintervieweesclaimtobethe“lubricatedgears”betweenthepublicpowerandtheinterestsofdevelopers.Consequently,stateagentsfunc-tionasmarketagents.Withtheconsolidationoftheleniencyofthestateagentsfacingthedevelopersfocusingonthecf.expansionoftheluxuryresidentialmarket,thecentralbeachfrontofAtlânticaAvenueremainsdisputedbyarchitecturalprojectsof“brands”linkedtonationalandinternationalbuilders(FGEmpreendimentos,2025;ToninoLamborghiniResidencesBalneárioCamboriú,2025).Inthisspace,thereisacircumscriptionofamoreorlessspecificlandscapeandaestheticpattern.Theskyscrapersofcontemporarydesign,withfacadesoftenpresentedinmirroredglass,widebalco-nies,andthesaidsophisticatedfinish,allthisispartofwhatthepromoterscall“highstandard”.“Buttherearepeoplewhosimplywantanapartmentwithafullyinte-RealestateagentKgratedbalcony,overlookingtheentireskyline,andthatpersonisnotthinkingsomuchaboutmoneyorreturns.TheyknowthatinvestinginBCisagoodchoice,buttheirfocusisonfamilysatisfaction—thesize,theview—buyingaBRL20-millionapartmentwithaprivatepoolfortheirgrandchildrentoenjoy.”10:economicdimensionischaracterizedbyahighpricetoentryintothissocialuniverse.Fur-Thethermore,renownedsoccerplayerssuchasNeymarandCristianoRonaldohavebeenemployedaspromotionalambassadors,therebyfosteringaconnectionbetweentheprospectiveclientandtheresidentialmodel.Inadditiontotheappealofappearance,thebuildingsalsoseektoexaltthe“Mastempessoasquesimplesmentequeremterumapartamentocomumavarandatotalmenteinte-grada,comumavistaparatodooskyline,eessecaranãoestápensandotantonodinheironoretorno.ElesabequevaiaplicarbemoBalneárioCamboriú,masofocodeleéasatisfaçãodafamília,umtamanho,umavista,comprandoumapartamentode20milhõescompiscinaprivativaparaosnetosaproveitaremesseimóvel.”Untranslatedversion:1016VarleiRuiErtel;MarciaMazonamenitiesandfunctionalityoftheinternalservicessector.Onesuchexampleistheattachmentofspacestoaccommodatespeedboatsandotherwatersportsequipment(MarinaBeachTowers,2025).Anotherexampleistheinfrastructureforconductluxuryvehiclesinsidehomesthatarehundredsofmetersfromthegroundfloor.cf.Inessence,thedisputeoverthespaceinquestionexemplifiesadynamicinteractionbetweentwofundamentalaspectsofthesocialworld:economicmaximizationandsocialdifferentiationbasedonthehierarchyofsocialpracticesassociatedwiththevaluesdefendedbymoreorlessspecificgroups.Thebeachfrontisregardedasasuitableandsecurelocationtofulfilltheaspirationsofaffluentclasses,intendedforexclusiveuseandasarefugefromthechallengesofpoverty.Ontheonehand,itcomprisesopulentresidencesandrefinedservices,allofwhicharefacilitatedbytheadministrativeandeconomicsupportofthepublicpower.Conversely,thesocialandenvironmen-talramificationsofthisurbanconfigurationareamatterofpublicknowledge(Skalee,2008).Thisendorsementofbeachfrontoccupation,drivenbyrealestateexpansionunrestrictedbybuil-dingheightlimits,hasproducednumerousenvironmentalimpacts.Thebeach,thearea’smostsignificanteconomicandenvironmentalresource,istransformedintoanenvironmentthatisnotconducivetobathing.Thesuppressionofcoastalvegetation()andthepollutionofse-awater,resultingfromineffectivesewagetreatment,arewidelyrecognizedanddisseminatedbyNowadaysBalneáriohasareallybadreputationinthemediabecauseofthesewagethemedia.Realestateagentsthemselveshavebeenawareofthisissue.,forexample,RealtorY–onthebeachhasstatedthat“11Who’sresponsible?Whyisthebeachpolluted?12Realtor-Krestingas.”“”Itisnoteworthythat2019-2024wasaperiodofsignificantescalationinpropertyvalues,withanaverageincreaseof78.73%asreportedbyFipeZap(FundaçãoInstitutodePesquisasEconômicas,2024).Coinciden-tally,thecentralbeach,situatedatstationone,wasclassifiedasunsuitableforbathingon171outof257samplescollected,representing65.5%ofthetotalanalysesconducted(InstitutodoMeioAmbientedeSantaCatarina,2025).Consequently,thissocialuniverseproducesdilemmasrelatedtocontemporarysociety.Ononehand,thereisastrongcollectivedesiretolivenearthebeach,perceivedasnaturalandreinfor-cedbyrealestateagentsandurbanplanningguidelinesestablishedbypublicauthorities.Ontheotherhand,therealizationofthisdesiredependsonsubstantialeconomicinvestmentsandthecontrolofhigh-endapartmentsupply.Theperpetuationofthishousingsystemhasbeenshowntoleadtothesegregationofdifferentsocialgroupsandtocontributetosignificantenvi-ronmentaldegradation.ConclusionThisarticlesystematizesaframeworkofdiscoursesembeddedinsocialreality,demonstratingaspecificformofbotheconomicandsymbolicappropriationandvalorizationofthebeachfront.Ouranalysishasoutlinedaprevailingthatpermeatestheprocessoflegitimizingthecommodificationofthecoastasaspaceallocatedforprivilegedgroups.modusoperandiThetitle,“Theskyisnolongerthelimit,”alludestothenumerousinstancesinwhichthisphrasewasinvokedbyrealtorsinpodcasts,underscoringthecity’spronouncedverticalexpansion,whe-Eaí,acidadedepraia,omaioratrativodelaestápoluído.Estáinativo.”“Queméoresponsável?Porqueapraiaestápoluída?”1112Untranslatedversion:“Untranslatedversion:17“TheSkyisnolongerthelimit”reinskyscrapersembodytheprevailingbusinessparadigm.Aspreviouslymentioned,thisverti-calizationdoesnotoccurinisolation.Itistheresultofaconvergencebetweenpublicauthorities,whoimposenolimitsonhigh-risedevelopmentintheurbanmasterplan,andprivateinterestsfocusedonmarketinghigh-endapartments.Thefundamentalquandaryliesinthenaturalizedperpetuationofthishousingsystem,aprocessthatiscontingentontheperpetuationofsocialsegregationandsubstantialenvironmentaldegra-dation.Thesocialsciencesresearchagendahasbeenendeavoringtocomprehendthiscontempo-rarysocialphenomenon.FundingNationalCouncilforScientificandTechnologicalDevelopment(CNPq);CoordinationfortheImprovementofHigherEducationPersonnel(CAPES)–FundingCode001.AcknowledgmentsTheauthorsexpresstheirprofoundgratitudetothereviewersandResearchCommittee10onEconomicSociologyatthe22ndBrazilianCongressofSociologyfortheirinsightfulcommentsandconstructivefeedback,whichsignificantlyenhancedthequalityofthiswork.Linktoaccessthearticle’sempiricaldatahttps://drive.google.com/drive/folders/1EgoUMJNd-Jxq5VzUwqJmnldKKknhDjBg?usp=sharingReferencesAnálisedeconteúdo.BARDIN,Laurence.Opodersimbólico.SãoPaulo:Edições70,2011.229p.BOURDIEU,Pierre.ActsofResistance:RiodeJaneiro:BertrandBrasil,1989.315p.BOURDIEU,Pierre.Pascalianmeditations.AgainsttheNewMythsofourTime.Cambridge:PolityPress,1998.108p.BOURDIEU,Pierre.Asestruturassociaisdaeconomia.RedwoodCity:StanfordUniversityPress,2000.264p.BOURDIEU,Pierre.Osensoestéticocomosensodadistinção.Porto:CampodasLetras,2006.338p.BOURDIEU,Pierre.Paulo:Edusp,2007,p.46-61.SobreoEstado:In:_______.Adistinção:críticasocialdojulgamento.SãocursosnoCollègedeFrance(1989-1992).SãoPaulo:CompanhiadasLetras,2014.BOURDIEU,Pierre.576p.BRUNO,Isabelle;SALLE,Guillaume.“Beforelongtherewillbenothingbutbillionaires!”Thepowerofelitesoverspa-,v.16,n.2,p.435-458,2018.Availableon:https://doi.ceontheSaint-Tropezpeninsula.RevistaTurismoemAnáliseorg/10.1093/ser/mwy016.Accessedon:5Nov.2025.Socio-EconomicReviewCAVALCANTI,KarlaBiondi;HORA,AlzimarSouzaSantos.PolíticadeturismonoBrasil.,SãoPaulo,Brasil,v.13,n.2,p.54–73,2002.Availableon:https://revistas.usp.br/rta/article/view/63598/66363.Ac-cessedon:21Feb.2025.ActesdelaRechercheenSciencesSocialesCHAMPAGNE,Patrick.Lespaysansàlaplage.bleon:https://www.persee.fr/doc/arss_0335-5322_1975_num_1_2_2455.Accessedon:5Nov.2025Oterritóriodovazio:,n.2,p.21-24,1975.Availa-CORBIN,Alain.388p.AgênesedeJurerê:apraiaeoimaginárioocidental.SãoPaulo:CompanhiadasLetras,1989.ERTEL,VarleiRui.Oprocessodeconformaçãodeumbalneárioturísticoeresidencialelitizado.105f.Dissertação(MestradoemSociologiaeCiênciaPolítica)–ProgramadePós-GraduaçãoemSociologiaeCiênciaPolítica,CentrodeFilosofiaeCiênciasHumanas,UniversidadeFederaldeSantaCatarina(UFSC).Florianópolis,2023.Availableon:https://repositorio.ufsc.br/bitstream/handle/123456789/247588/PSOP0737-D.pdf?sequence=1&isAllowed=y.Accessedon:02Nov.2025.18VarleiRuiErtel;MarciaMazonvistaBrasileiradeSociologia-RBSERTEL,VarleiRui;MAZON,Marcia.Fazerturismoeacreditarnoturismo:AideaçãodacidadebalneáriadeJurerê.[S.l.]Re-sbsociologia.com.br/rbs/article/view/992.Accessedon:2Nov.2025.AnuárioBrasileirodeSegurançaPública.,,v.13,p.e-rbs.992,2025.DOI:10.20336/rbs.992.Availableon:https://rbs.SãoPaulo:FBSP,FÓRUMBRASILEIRODESEGURANÇAPÚBLICA(FBSP).2024.Availableon:https://forumseguranca.org.br/publicacoes/anuario-brasileiro-de-seguranca-publica/.Accessedon:16Feb.2025.ObanhodemarnaIlhadeSantaCatarina(1900-1970).FERREIRA,LeandroSouza.Florianópolis,1994.140f.Dis-sertação(MestradoemHistória)–UniversidadeFederaldeSantaCatarina(UFSC).Availableon:https://repositorio.ufsc.br/xmlui/bitstream/handle/123456789/76142/97466.pdf?sequence=1&isAllowed=y.Accessedon:10Jan2025.FGEmpreendimentos.FGEMPREENDIMENTOS.Feb.2025.Availableon:https://fgempreendimentos.com.br/.Accessedon:11ÍndiceFipeZAPdePreçosdeImóveisAnunciados.Fun-FUNDAÇÃOINSTITUTODEPESQUISASECONÔMICAS(FIPE).daçãoInstitutodePesquisasEconômicas,2024.Availableon:https://www.fipe.org.br/pt-br/indices/fipezap.Accessedon:21Feb.2025.OsprósecontrasdealargaraspraiasdeSantaCatarina.DeutscheWelleBrasilFRIGHETTO,Marcos.,2024.MeioAmbiente.Availableon:https://www.dw.com/pt-br/os-pr%C3%B3s-e-contras-de-alargar-as-praias-de-santa-cata-rina/a-67399489.Accessedon:11Feb.2025.TheMediatizationofCultureandSociety.HJARVARD,Stig.London:Routledge,2013.192p.CensoDemográfico2000INSTITUTOBRASILEIRODEGEOGRAFIAEESTATÍSTICA(IBGE).:Sinopsepreliminardocensodemográfico.RiodeJaneiro:IBGE,2023.Availableon:https://biblioteca.ibge.gov.br/index.php/bibliote-ca-catalogo?view=detalhes&id=7308.Accessedon:10Nov.2025.CensoDemográfico2022INSTITUTOBRASILEIRODEGEOGRAFIAEESTATÍSTICA(IBGE).:Populaçãoedomicílios(Primeirosresultados).RiodeJaneiro:IBGE,2023.Availableon:https://biblioteca.ibge.gov.br/visualizacao/livros/liv102011.pdf.Accessedon:20Aug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