THE HUMANIZED ENTREPRENEUR AS AN ALTERNATIVE TO THE TYCOON: A NEW CONCEPT IN ENTREPRENEURSHIP, INSPIRED BY THE FILM AMERICAN BEAUTY

• Main Author: de Paiva Júnior, Fernando Gomes
• Publication Date: 2009
• Other Authors: Almeida, Simone, Guerra, José Roberto Ferreira
• Format: Article
• Language: por
• Source: RAM. Revista de Administração Mackenzie
• Download full: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/212

An attempt was made to delineate the concept of the humanized entrepreneur, through an analysis of the film American Beauty. Through a comparative analysis of the movie's characters and their association with cultural tropes of entrepreneurship, a critical evaluation was made of the humanized entrepreneur vs. the successful atomistic delinquent. The former builds his identity in the sphere of social relations as a mode of human emancipation, whereas the latter is characterized as having individualist and impersonal behaviour patterns. Since entrepreneurship can be viewed from both a socio-historical and humanized perspective, such an analysis can contribute to the discussion of the topic beyond its simply economic dimension. Such can occur when individualistic and utilitarian ideas which extend beyond the logic of purely rational action are taken into account. Such a multifaceted understanding of this phenomenon highlights the position of the entrepreneur as an agent committed to changes in social reality.