Construção da infância empreendedora: comunicação, consumo e ludicidade nos discursos sobre empreendedorismo para crianças

• Ano de defesa: 2018
• Autor(a) principal: Matijewitsch, Fernando
• Orientador(a): Casaqui, Vander
• Banca de defesa: Casadei, Eliza Bachega, Hoff, Tania Marcia Cezar, Doretto, Juliana, Cardoso, João Batista
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; cultura empreendedora; infância
• Palavras-chave em Inglês: communication and consumption; entrepreneurial culture; childhood
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/305

Faced with the entrepreneurship’s emergence as a moral paradigm applicable to both our professional and private lives (CASAQUI, 2016a), this study has the entrepreneurial culture as its theme, understood from its communication processes and its entanglements with the notion of childhood. At the present time, we can observe a growing dissemination of instructions for the practice of entrepreneurship by children: school, courses, toys, entertainment and media experiences, which share the objective of transmitting the spirit of leadership, the innovative creativity and the methods for opening new business. Therefore, for this research, we take the social discourse (ANGENOT, 2010) on entrepreneurship for children as an object, since it is identified, apart from the peculiarities of each specific language, as a great expression of the spirit of our time. Starting from the premise that childhood is a social artifact, not a biological category (POSTMAN, 2012), we are dealing with a context in which a series of discourses aim to sustain the justification logics of the new spirit of capitalism (BOLTANSKI and CHIAPELLO, 2009) for a new generation. Thus, our goal is to understand how childhood is produced by the discourses articulated to the entrepreneurial culture. In addition, we also seek to recognize the standards of conduct identified with children in this setting. Based on an extensive documentary research and a methodological proposal formed by the Grounded Theory (TAROZZI, 2011) and the French Discourse Analysis (ORLANDI, 2010) procedures, we will critically analyze the set of discourses that are willing to propagate the entrepreneurial society’s model conducts for kids.