In Response to the Proposed World Cup Solution

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I wrote this blurb in response to an article that has been circulating the Internet recently, which can be found by clicking here.

Does anyone else see the underlying issue here? The advertising industry will never seek to actively eradicate homelessness, it will only APPEAR to do so. This is what is called…advertising.

For years leading up to the 2014 World Cup, close to 200,000 of Brazil’s poorest people were forced to abandon their homes (“slums” to you) so that the stadiums could either be erected or restored estimating costs equalling millions of dollars PER match. 11 billion dollars were spent in infrastructure adjustments and retrofitting alone, most of which took place in arenas intended never to be used again post-tournament.

Now that the dust has settled, architects are attempting to capitalize on this tragedy by offering a “solution” that does nothing to address the obvious implications behind such a mass occupation, but further, claims to present an answer that does nothing but perpetuate the issues already at work: advertising, gentrification and skewed public demand. One of the most disturbing lines from this article are as follows:

“The program allows homeless people to live in roadside apartments that display billboard ads. The plan works out for everyone as the ads alone fund the associated living costs.”

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