ESTÉTICA DA MERCADORIA E AS DINÂMICAS DE APROPRIAÇÃO DA NATUREZA PELO TURISMO NO LITORAL ALAGOANO

Abstract

The objective of this text is to analyze the discursive and material appropriation of nature by the mass tourism on the coast of Alagoas from the point of view of the concept of esthetics of the merchandise. So it was possible to handle this objective, two kind of documents were analyzed: (a) official documents related to the promotion and planning of the tourism in the state of Alagoas; (b) documents related to the divulgation of the tourism, as the official ones as the ones from private companies. By the end of the paper, we demonstrated that the production of imaginaries over the “natural spectacle”, “the paradisiac beaches”, “Brazilian Caribbean” nurtures a romantic ideal in the tourist to re-encounter with the beauty and return to a paradise. In practical terms these “sensual images” have the role to obliterate the production processes, the social relations and, mainly, the objective conditions of production and the social appropriation on nature.