Resumen

The rapid growth of digital communication has profoundly transformed real estate marketing practices worldwide. In Algeria, property developers increasingly rely on social media platforms, urban billboards, and specialized promotional events to disseminate persuasive visual narratives that present housing projects in highly idealized forms. This paper examines the communication strategies employed by real estate promoters in major Algerian cities, with particular attention to the housing exhibition E-logia organized annually in Oran.
Drawing on theoretical perspectives from visual communication studies, discourse analysis, and propaganda theory, the research explores how images, slogans, and digital promotional content contribute to shaping residential aspirations while potentially obscuring structural, spatial, or environmental limitations of the built environment. The study is based on a qualitative analysis of promotional materials distributed through social media platforms such as Facebook and Instagram, as well as outdoor advertising campaigns.
The results reveal recurring rhetorical patterns and visual aesthetics designed to construct aspirational representations of urban living. These strategies frame housing not simply as a physical dwelling but as a desirable lifestyle embedded in an attractive urban imaginary.
By situating the Algerian case within broader international debates on media influence, visual culture, and urban representation, this paper highlights how contemporary communication technologies participate in the production of mediated urban imaginaries that may diverge from residents’ lived spatial realities.