INICIATIVAS ESCENOGRÁFICAS EN ROSARIO: LO COOL COMO TECNOLOGÍA DE GOBIERNO DE SUBJETIVIDADES URBANAS.

This paper aims to analyze a series of publicprivate urban initiatives implemented from 2007 to 2015 in Rosario, Argentina from a governmental perspective. It is argued that embellishment, entertaining and mobility projects are intended to show the "downtown area of the city" and those who inhabit, move and consume within this area as healthy, happy, enterprising and cool individuals, both at the national and international levels. These projects are based on emotions, controlling desires and choices made by people and building different "cool" urban habitation practices aimed to promote consumption. [ABSTRACT FROM AUTHOR]