As configurações discursivas do Ethos empreendedor: estudo dos contratos de comunicação sobre empreendedorismo na Revista VOCÊ S/A

• Autor(a) principal: Kozlakowski, Allan
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/4603
• topic: Comunicação; Semiótica; Contrato; Ethos discursivo; Revista Você S/A; Communication; Semiotics; Contract; Discursive Ethos; Você S/A magazine; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The research examines the communication contracts of the Você S/A magazine, analyzing thematic schedules on entrepreneurship and modalization settings of reader- entrepreneur. The communication contracts announced in this magazine involve the construction of the careers of young executives, subsidizing their education with enunciations that use the 'enterprise culture', socially instituted and maintained by capitalist ideology, as liberal discourse repertoire. We sought to understand the situational and structural elements that compose the contract, analyzing the construction processes of convocation. Understand the entrepreneurial ethos as a sense of identity, produced from social values resident on the topic of entrepreneurship. Being entrepreneur is the executive profile designed by companies, resulting from characteristic engendering social rules and, therefore, is part of the convening of the S/A enunciator to the enunciated, committed to achieve the 'profile of success', so they respond to the slogans of the magazine. The selected corpus is made of 36 magazine copies, from 2008 to 2010. The research methodology of this project will start from the discursive analysis with discursive contributions to semiotics, thematising the power relations, socio- political - economic nature, in order to deconstruct the communication contracts and to this end, several authors will be fundamental, as Fairclough, Foucault, Pecheux, Van Dijk, Charaudeau, Landowski, Pietroforte , Semprini and Verón . The interpretations of the enunciations that compose the discourse towards magazine will be analyzed by the concepts of Charaudeau, Fairclough, Foucault, Verón and Pêcheux. The approaches on discursive genres and possibilities of formative intertextuality will be conducted by the theories of Bakhtin and Maingueneau. The hegemonic issues discussion, the nodal points and / or slogans, that totalize the capitalist ideological discourse, will be guided by discourse theory of Laclau. The formation of identities, the ideological constitution of the communication processes and regime visibility will be interpreted from Baudrillard, Baumam, Bourdieu, Giddens, Habermas, Laclau and Prado theories