Imaginário Lusófono e portugalidade no consumo de massas em Portugal

This paper aims to understand how the elements of Lusophony and Portugality imaginaries constitute a scenario of walkway between spaces of mass consumption such as shopping centers. Based on the concepts of Lusophony (Lawrence 1975, 1982, 2009; Martins, Sousa & Cabecinhas, 2006; Sousa, 2013), Portugality (Henriques, 1990; Sousa & Martins, 2012; Sousa, 2013), passage (Benjamin, 2000) vitrina (Demetresco 2007) and travel (Urry, 2002), as well as kitsch (MacDonald, 1971; Greenberg 1971; Morin, 1975; Baudrillard, 1995) embedded in the architecture of three shopping centers belonging to the group Sonae Sierra in the Greater Lisbon area. Then, we discussed the issues of national identity (Lourenço, 1975, 1982, 2009) and their presence in these commercial spaces. We observe also that the planning and construction of these spaces in the mid-nineties and early millennium are part of a development model centered on large infrastructure constructions, under the Community Support Framework of the European Union, which Portugal became a pole of attraction for many immigrants coming from Eastern Europe and other Portuguese Speaking Countries. Shopping centers had as inspiration elements lusophony and portugality centered on intercontinental travels in XIV and XV centuries (Shopping Centers Colombo and Vasco da Gama) or on coastal travel (Shopping Center Rio Sul, Seixal, Setúbal) in a context of consumption (Canclini, 1995) and mobility (Naficy, 1999; Peters, 1999; Urry, 1995, 2001).