Narrativas de vida de empreendedoras, comunicação e consumo: análise de palestras inspiracionais do evento Day 1 Endeavor

• Autor(a) principal: Valente, Katia Martins
• Data de Publicação: 2018
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/295
• topic: comunicação e consumo; cultura empreendedora; narrativa; gênero e inspiração; communication and consumption; entrepreneurial culture; narrative; gender and inspiration; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The entrepreneurship has been increasing its prominence in our society and culture, reshaping the understanding about the practices and personal labors. At this juncture, we will turn our attention to the figure of the entrepreneurial woman. In order to comprehend the particularities and specifications involved, we take as the empirical object of the research the autobiographical narratives of life transformation presented in the lectures of entrepreneurial women in the event “Day1”, conducted by Endeavor organization. The structure of Day1 Endeavor is composed of lectures with an average duration of 20 minutes, in a stage with audience, in which the speaker narrates the transformations of life, always centered on the practices of the entrepreneurial culture, the event has been filmed and later on published in different media platforms. In view of this, the aims of this research are: 1) To identify which characteristics of the biographical space (ARFUCH, 2010) are related to the narratives of Day1 Endeavor; 2) To analyze what are the discursive strategies of Endeavor Brazil, by propagating narratives of entrepreneurs as exemplary life histories (BUONNANO, 2011); 3) To comprehend which are the relationships between the notion of Brazilian hard worker (SOUZA, 2010) and the narratives of entrepreneurs at Day1 Endeavor. The theoretical framework is organized in three main axes: a) gender studies; b) work and entrepreneurship; c) transformation narratives and biographical space. The corpus is composed by videos of the eight lectures performed by entrepreneurs in the Day1 Endeavor event. The analysis methodology is based on French Speech Discourse Analysis (ADF), associated with the life course analysis of Giele and Elder Jr. (1998). In general, the results of the analyzes point to the spreading of the ideology of neoliberalism in the daily practices of entrepreneurs, both on a personal and professional level; The emphasis in the discourse of self-help, aiming at the convocation in to undertake in the broad sense; The autobiographical narratives based on a moment of transformation, highlighting a transition, always seen as positive, in the field of entrepreneurship; the mediatization of their narratives, seen from the standpoint of Endeavor's role, aims to spread the ideology of entrepreneurial culture, through “inspiring” examples and success stories.