Advertising device and urban developers

In this article, we propose a sociosemiotic approach to the self-described productions of the sector called "Urban Developers" of the city of Cordoba. In a context of classist occupation of space, favored by new forms of intervention in the city, the private sector becomes a major player in the disputes surrounding the production of cities and the desirable ways of inhabiting them. We propose to read these discourses within the framework of an urban policy, typical of contemporary societies, oriented towards the production of experiences. The Edisur Manantiales, located in the southwest area of the city, with an extension of 10 km2 and a varied offer of housing styles, is a paradigmatic case. We are interested in reconstructing some elements of the advertising device (Boito, Espoz y Michelazzo, 2015) that the Edisur Group deploys in order to promote its project. Our study will be based on a corpus built around virtual platforms, specifically, the "Manantiales" segment of its website, its landing page and the digital magazine "Manantiales". We intend that the analysis allows us to show the prevailing social evaluation system (Medvedev y Bajtin, 1993) about what can / should not be done in the city space and who can / should do it and why.