Este é um estudo comparativo entre duas áreas de lazer noturno em dois diferentes bairros na cidade de Porto Alegre: o aristocrático Moinhos de Vento e o mais antigo, popular e boêmio – e atualmente na moda – Cidade Baixa. No seu ponto de partida está o interesse em buscar as razões para a migração que vem ocorrendo ultimamente de freqüentadores do bairro Moinhos de Vento para os bares e outros estabelecimentos noturnos na Cidade Baixa. O estudo trabalha simultaneamente com variáveis sociais e espaciais procurando relacionar o perfil socioeconômico de habitués e migrantes com os lugares onde ocorrem a sua interação, bem como os padrões de seu comportamento socioespacial – os lugares que eles tendem a escolher, as razões para isso, se costumam ir sozinhos ou em grupos, se preferem estar dentro ou fora dos bares etc. Com este objetivo foram identificados quatro diferentes subespaços em cada bairro, de acordo com os tipos de lazer, de lugar e de freqüentador que eles têm a oferecer. Os dados empíricos mostram que o perfil socioeconômico, assim como as escolhas e o comportamento socioespacial de habitués e migrantes não são tão diferentes a ponto de provocar a migração do bairro aristocrático Moinhos de Vento para a cena underground da Cidade Baixa. Contudo o grau de homogeneidade quanto às opções de lazer do Moinhos de Vento, comparado à multiplicidade de escolhas na Cidade Baixa, parece indicar a diversidade como principal fator responsável pelo movimento migratório. / This is a comparative study between two areas of night entertainment, located in two very different neigbourhoods in the city of Porto Alegre: the rather aristocratic Moinhos de Vento and the old popular, bohemian, and at the present very fashionable Cidade Baixa. At its starting point lies the interest in looking for the reasons behind the migration of costumers from Moinhos de Vento toward bars and other similar places in Cidade Baixa, that has been taken place of late. The study works with both social and spatial variables, looking for relations between the socio economic profile of habitués and migrants, the spatial settings where their interaction takes place and their patterns of socio-spatial behaviour– which places they tend to choose, the reasons for that, if they use to go there by themselves or in groups, if they like to be inside or outside the bars, and so on. In order to do that four differentiated sub-areas were identified in each neigbourhood, according to the kind of entertainment, locals and types of customers they offer. Data evidence shows that the socioeconomic profile as well as the spatial choices and behaviour of habitués and migrants from both neirbourhoods present no such differences so as to account for the migration from the aristocratic Moinhos de Vento toward the underground scene of Cidade Baixa. Nevertheless, it seems that the degree of homogeneity in the options for entertainment in Moinhos de Vento in comparison to the multiplicity of choices in Cidade Baixa, pointed out to diversity as the possible main factor behind the migratory movement.

Este é um estudo comparativo entre duas áreas de lazer noturno em dois diferentes bairros na cidade de Porto Alegre: o aristocrático Moinhos de Vento e o mais antigo, popular e boêmio – e atualmente na moda – Cidade Baixa. No seu ponto de partida está o interesse em buscar as razões para a migração que vem ocorrendo ultimamente de freqüentadores do bairro Moinhos de Vento para os bares e outros estabelecimentos noturnos na Cidade Baixa. O estudo trabalha simultaneamente com variáveis sociais e espaciais procurando relacionar o perfil socioeconômico de habitués e migrantes com os lugares onde ocorrem a sua interação, bem como os padrões de seu comportamento socioespacial – os lugares que eles tendem a escolher, as razões para isso, se costumam ir sozinhos ou em grupos, se preferem estar dentro ou fora dos bares etc. Com este objetivo foram identificados quatro diferentes subespaços em cada bairro, de acordo com os tipos de lazer, de lugar e de freqüentador que eles têm a oferecer. Os dados empíricos mostram que o perfil socioeconômico, assim como as escolhas e o comportamento socioespacial de habitués e migrantes não são tão diferentes a ponto de provocar a migração do bairro aristocrático Moinhos de Vento para a cena underground da Cidade Baixa. Contudo o grau de homogeneidade quanto às opções de lazer do Moinhos de Vento, comparado à multiplicidade de escolhas na Cidade Baixa, parece indicar a diversidade como principal fator responsável pelo movimento migratório. / This is a comparative study between two areas of night entertainment, located in two very different neigbourhoods in the city of Porto Alegre: the rather aristocratic Moinhos de Vento and the old popular, bohemian, and at the present very fashionable Cidade Baixa. At its starting point lies the interest in looking for the reasons behind the migration of costumers from Moinhos de Vento toward bars and other similar places in Cidade Baixa, that has been taken place of late. The study works with both social and spatial variables, looking for relations between the socio economic profile of habitués and migrants, the spatial settings where their interaction takes place and their patterns of socio-spatial behaviour– which places they tend to choose, the reasons for that, if they use to go there by themselves or in groups, if they like to be inside or outside the bars, and so on. In order to do that four differentiated sub-areas were identified in each neigbourhood, according to the kind of entertainment, locals and types of customers they offer. Data evidence shows that the socioeconomic profile as well as the spatial choices and behaviour of habitués and migrants from both neirbourhoods present no such differences so as to account for the migration from the aristocratic Moinhos de Vento toward the underground scene of Cidade Baixa. Nevertheless, it seems that the degree of homogeneity in the options for entertainment in Moinhos de Vento in comparison to the multiplicity of choices in Cidade Baixa, pointed out to diversity as the possible main factor behind the migratory movement.

Quand nous nous penchons sur la ville en tant que lieu d'expérimentations, il faut saisir son évolution tout au long des années, l'histoire de ses quartiers en tenant compte les caractéristiques de l'espace urbain ainsi que les conditions sociales et culturelles de ses habitants. Il est possible d’étudier la ville dans la diversité de ses emplois et de ses utilisateurs, bien comme étudier les conflits et négociations qui sont à l'origine de cette pluralité. Le noyau de notre recherche a été le conflit entre deux groupes d'utilisateurs, des habitants et des commerçants, du quartier Cidade Baixa à Porto Alegre – RS. Telle situation a déployé des efforts de la municipalité pour améliorer la convivialité entre eux, car mettre en accord leurs intérêts, tout à fait différents, posait des problèmes. Notre idée a été d'identifier et de comprendre les caractéristiques de ces deux groupes en ce qui concernait la valeur et le signifié donnés au quartier. À partir de ces observations, nous avons discuté la valeur perçue par les deux groupes en tant que habitants du quartier Cidade Baixa. Dans cette étape, notre but était d'identifier et de comprendre les rapports entre l'ensemble de valeurs personnelles et les valeurs perçues par l'un et l'autre par rapport aux caractéristiques du quartier. Les concepts issus du markéting et de la psychologie environnementale ont été utilisés dans cette recherche, ainsi que celui du territoire et ses dérivations. La premier étape de l'étude a permis de comprendre le contexte du quartier Cidade Baixa, ses utilisateurs et de sélectionner les groupes d'utilisateurs pour l'analyse. Dans la seconde, nous avons réuni et nous avons analysé des données sur la perçue du quartier et sur des valeurs personnelles des deux groupes. En fin de compte, la dernière étape a réuni des données sur la valeur perçue par les groupes d'utilisateurs. Elle s'est penchée aussi sur l'analyse et la discussion des données des étapes antérieures. Nous croyons avoir contribué à la compréhension et à la comparaison des valeurs perçues par des groupes d'utilisateurs du quartier Cidade Baixa, aux différentes façons d'analyser et réunir des données et au concept de valeur perçue dans le cadre du territoire “quartier”. / This research aim was to contribute to the knowledge about the perception of value on the territory in the neighborhood level. When investigating the city as a place of experiences, it is required an appreciation of its evolution over time and stories of its neighborhoods’ both from the urban environment point of view as in the social and cultural conditions of the population who lives on it. The city can be studied in its diversity of usages and users, as well as in the conflict and negotiations’ coexistence resulting from this plurality. The research focuses was the conflict between two groups of users, residents and traders from the Cidade Baixa neighborhood in Porto Alegre – RS, which resulted in efforts from the municipal public power to improve the conviviality between them, due the difficulty of reconcile the distinct interests which overlap. The purpose was to indentify and comprehend the characteristics from the two users groups in the way which they assign value and meaning to neighborhood they make use from. Based on that, I discuss the perception of value from both groups when committed in the neighborhood Cidade Baixa. The goal was to identify and understand the relation between the composition of personal values and values from both groups of users in relation to the neighborhood’s characteristics. The concept used originates especially from areas of environment – behavior and marketing. The research made use of the concept of territory and its derivations. The investigation was divided in three big stages, the first one had the purpose of understand the Cidade Baixa neighborhood’s and users context, as well as perform the selection of the users groups to be analyzed; in the second stage, data about perception of neighborhood and individual values from both studied groups were collected and analyzed; in the last stage, data about value perception from the groups of users were collected and analyzed, applying the data from the previous stages in the discussion and analysis. The main research’s contributions are related to the understanding and comparison of perception of value from the users groups in the neighborhood’s scope, the comparison from different analysis techniques and collected data, as well as the conceptual contributions about the concept of perceived values in the territory context: the neighborhood.

Quand nous nous penchons sur la ville en tant que lieu d'expérimentations, il faut saisir son évolution tout au long des années, l'histoire de ses quartiers en tenant compte les caractéristiques de l'espace urbain ainsi que les conditions sociales et culturelles de ses habitants. Il est possible d’étudier la ville dans la diversité de ses emplois et de ses utilisateurs, bien comme étudier les conflits et négociations qui sont à l'origine de cette pluralité. Le noyau de notre recherche a été le conflit entre deux groupes d'utilisateurs, des habitants et des commerçants, du quartier Cidade Baixa à Porto Alegre – RS. Telle situation a déployé des efforts de la municipalité pour améliorer la convivialité entre eux, car mettre en accord leurs intérêts, tout à fait différents, posait des problèmes. Notre idée a été d'identifier et de comprendre les caractéristiques de ces deux groupes en ce qui concernait la valeur et le signifié donnés au quartier. À partir de ces observations, nous avons discuté la valeur perçue par les deux groupes en tant que habitants du quartier Cidade Baixa. Dans cette étape, notre but était d'identifier et de comprendre les rapports entre l'ensemble de valeurs personnelles et les valeurs perçues par l'un et l'autre par rapport aux caractéristiques du quartier. Les concepts issus du markéting et de la psychologie environnementale ont été utilisés dans cette recherche, ainsi que celui du territoire et ses dérivations. La premier étape de l'étude a permis de comprendre le contexte du quartier Cidade Baixa, ses utilisateurs et de sélectionner les groupes d'utilisateurs pour l'analyse. Dans la seconde, nous avons réuni et nous avons analysé des données sur la perçue du quartier et sur des valeurs personnelles des deux groupes. En fin de compte, la dernière étape a réuni des données sur la valeur perçue par les groupes d'utilisateurs. Elle s'est penchée aussi sur l'analyse et la discussion des données des étapes antérieures. Nous croyons avoir contribué à la compréhension et à la comparaison des valeurs perçues par des groupes d'utilisateurs du quartier Cidade Baixa, aux différentes façons d'analyser et réunir des données et au concept de valeur perçue dans le cadre du territoire “quartier”. / This research aim was to contribute to the knowledge about the perception of value on the territory in the neighborhood level. When investigating the city as a place of experiences, it is required an appreciation of its evolution over time and stories of its neighborhoods’ both from the urban environment point of view as in the social and cultural conditions of the population who lives on it. The city can be studied in its diversity of usages and users, as well as in the conflict and negotiations’ coexistence resulting from this plurality. The research focuses was the conflict between two groups of users, residents and traders from the Cidade Baixa neighborhood in Porto Alegre – RS, which resulted in efforts from the municipal public power to improve the conviviality between them, due the difficulty of reconcile the distinct interests which overlap. The purpose was to indentify and comprehend the characteristics from the two users groups in the way which they assign value and meaning to neighborhood they make use from. Based on that, I discuss the perception of value from both groups when committed in the neighborhood Cidade Baixa. The goal was to identify and understand the relation between the composition of personal values and values from both groups of users in relation to the neighborhood’s characteristics. The concept used originates especially from areas of environment – behavior and marketing. The research made use of the concept of territory and its derivations. The investigation was divided in three big stages, the first one had the purpose of understand the Cidade Baixa neighborhood’s and users context, as well as perform the selection of the users groups to be analyzed; in the second stage, data about perception of neighborhood and individual values from both studied groups were collected and analyzed; in the last stage, data about value perception from the groups of users were collected and analyzed, applying the data from the previous stages in the discussion and analysis. The main research’s contributions are related to the understanding and comparison of perception of value from the users groups in the neighborhood’s scope, the comparison from different analysis techniques and collected data, as well as the conceptual contributions about the concept of perceived values in the territory context: the neighborhood.

Quand nous nous penchons sur la ville en tant que lieu d'expérimentations, il faut saisir son évolution tout au long des années, l'histoire de ses quartiers en tenant compte les caractéristiques de l'espace urbain ainsi que les conditions sociales et culturelles de ses habitants. Il est possible d’étudier la ville dans la diversité de ses emplois et de ses utilisateurs, bien comme étudier les conflits et négociations qui sont à l'origine de cette pluralité. Le noyau de notre recherche a été le conflit entre deux groupes d'utilisateurs, des habitants et des commerçants, du quartier Cidade Baixa à Porto Alegre – RS. Telle situation a déployé des efforts de la municipalité pour améliorer la convivialité entre eux, car mettre en accord leurs intérêts, tout à fait différents, posait des problèmes. Notre idée a été d'identifier et de comprendre les caractéristiques de ces deux groupes en ce qui concernait la valeur et le signifié donnés au quartier. À partir de ces observations, nous avons discuté la valeur perçue par les deux groupes en tant que habitants du quartier Cidade Baixa. Dans cette étape, notre but était d'identifier et de comprendre les rapports entre l'ensemble de valeurs personnelles et les valeurs perçues par l'un et l'autre par rapport aux caractéristiques du quartier. Les concepts issus du markéting et de la psychologie environnementale ont été utilisés dans cette recherche, ainsi que celui du territoire et ses dérivations. La premier étape de l'étude a permis de comprendre le contexte du quartier Cidade Baixa, ses utilisateurs et de sélectionner les groupes d'utilisateurs pour l'analyse. Dans la seconde, nous avons réuni et nous avons analysé des données sur la perçue du quartier et sur des valeurs personnelles des deux groupes. En fin de compte, la dernière étape a réuni des données sur la valeur perçue par les groupes d'utilisateurs. Elle s'est penchée aussi sur l'analyse et la discussion des données des étapes antérieures. Nous croyons avoir contribué à la compréhension et à la comparaison des valeurs perçues par des groupes d'utilisateurs du quartier Cidade Baixa, aux différentes façons d'analyser et réunir des données et au concept de valeur perçue dans le cadre du territoire “quartier”. / This research aim was to contribute to the knowledge about the perception of value on the territory in the neighborhood level. When investigating the city as a place of experiences, it is required an appreciation of its evolution over time and stories of its neighborhoods’ both from the urban environment point of view as in the social and cultural conditions of the population who lives on it. The city can be studied in its diversity of usages and users, as well as in the conflict and negotiations’ coexistence resulting from this plurality. The research focuses was the conflict between two groups of users, residents and traders from the Cidade Baixa neighborhood in Porto Alegre – RS, which resulted in efforts from the municipal public power to improve the conviviality between them, due the difficulty of reconcile the distinct interests which overlap. The purpose was to indentify and comprehend the characteristics from the two users groups in the way which they assign value and meaning to neighborhood they make use from. Based on that, I discuss the perception of value from both groups when committed in the neighborhood Cidade Baixa. The goal was to identify and understand the relation between the composition of personal values and values from both groups of users in relation to the neighborhood’s characteristics. The concept used originates especially from areas of environment – behavior and marketing. The research made use of the concept of territory and its derivations. The investigation was divided in three big stages, the first one had the purpose of understand the Cidade Baixa neighborhood’s and users context, as well as perform the selection of the users groups to be analyzed; in the second stage, data about perception of neighborhood and individual values from both studied groups were collected and analyzed; in the last stage, data about value perception from the groups of users were collected and analyzed, applying the data from the previous stages in the discussion and analysis. The main research’s contributions are related to the understanding and comparison of perception of value from the users groups in the neighborhood’s scope, the comparison from different analysis techniques and collected data, as well as the conceptual contributions about the concept of perceived values in the territory context: the neighborhood.