| Summary: | This article aims to present the relations between the new urban management and the cultural heritage. The recent history of the current heritage policies of the city of Rio de Janeiro will be objectively analyzed and such will be illustrated in two different phases. The first one shows the choices made by the institutions that protect the national memory, which emphasize concern with the urban and landscape ensemble sphere, including preliminary articulation with the environmental sphere. In a second, more recent phase, the heritage policies embody elements from urban marketing and creative economy, becoming notoriously close to urban entrepreneurship, and making the bureaucratic centralism scenario, which was already building up, its final effort. It is aimed to put that the current changes in the form of representation and action on the urban, which contribute to the radicalization of the city mercantilization process, find clear support in the cultural field, especially when it comes to its management.
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