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This article will discuss the use of urban metaphors throughout the Master Plan of the Historic Center of the Central District, the capital of Honduras. This reflection has its genesis in the Urban Studies Conference convened by the University of Costa Rica, in June 2019. Víctor Delgadillo demonstrated in his conference the politicization and absence of neutrality in such contemporary urban adjectives, true instruments in the application of global logic in Latin America. According to the author, these abundant and optimistic metaphors act as high-dose advertising strategies to promote the acceptance of speeches, which lead to the promotion of products (such as smart cities and the use of urban technology). So, at the same time that they hide their economic objectives, they do not take into account the realities and true needs of the cities that seek to redeem. How were planetary urbanisms instrumentalized by means of urban metaphors in the capital of Honduras? Who promotes them? Indeed, these strategies have been applied from the elaboration of the Master Plan for the Historic Center of the Central District. Based on the analyzes of Delgadillo and other authors, it is essential to reveal the persuasive effect given to this set of words, true political language at the service of legitimizing these projects, mirages of citizen participation and supposed consensus. The proposal in question was developed by the University of Seville and the Spanish Development Cooperation Agency in 2018. Did these metaphors succeed in persuading the capital of the suitability of the Master Plan?

Las metáforas urbanas en el Plan Maestro del Centro Histórico de la capital hondureña