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The article examines the issue of cultural heritage, focusing on the process of negotiating reality. It calls attention to the aspects of divergence and conflict derived from the distinct values and interests of the actors involved. A number of examples are cited, such as the registration of the Casa Branca candomblé terreiro in Salvador, Bahia, and the paradigmatic case of Copacabana. It aims to show that public heritage policies cannot be dissociated from the heterogeneity and complexity of social life.