The Transformation of the Urban Experience Through Real Estate Marketing in the City of Medellín (Colombia)

Abstract

This research explored how real estate marketing, through the use of visual products such as 3D simulations and images, has reconfigured the socio-affective dimension and urban perception in Medellín (Colombia). Through a mixed methodology, this study delved into the visual and aesthetic analysis of images from five real estate portals, evaluating their origins, themes, aesthetics, and underlying ideas. The findings revealed a predominance of generic and decontextualized visual representations, along with unrealistic 3D models, which minimize the importance of architecture in favor of promoting aspirational lifestyles. These marketing strategies opted for a conflicted simplification of the concept of urban life, oscillating between the traditional and the global, reflecting tension between local identity and global aspirations. This phenomenon suggested a profound transformation of the interaction between individuals and urban space, mediated by visual narratives that emphasized an idealized life distant from the architectural and social reality of Medellín. The research concluded by affirming that these marketing practices not only delineate consumption preferences but also indicate changes in social structure and urban fabric, shaping the experience and identity of the capital of Antioquia in the neoliberal context.