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Shapes that empoverish the urbanity can derive from their own intentions to make the city interpreted on its pragmatic of daily and physical meanings to the tourism. These are signs imagetic´s visuals that projected at first look for the cities´ improvement, but that, with other mechanisms, gets a potential which weakens the urban condition. Some of these mechanisms are noted in the history of the urban modernity with the new mass media. This article is result of activities of research and practice of the instruction respect the legibility of urban landscape of the city Balneário Camboriú, SC, into of the program Artigo 170 of the government of Santa Catarina and UNIVALI (Vale of Itajaí University).The most important objective was the demonstration, with the city in representation (folders, photografies, cartoons, postals, mental maps), that the tall buildings is not only a cause of imobiliary speculation, but can derive of simbolics signs to the tourism. The methodology was supported by readings of city as fact inverbal and generator of information. The method to begin with the city as object and yours representations as reading; the bibliography only was useful to estimulate the interpretation. Finely, the synthesis was compared whit the support theoric and conceptual

Retórica da imagem urbana em mídias de informação como lugares: a visibilidade turística em Balneário Camboriú, SC, Brasil