Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si
Ano de defesa: | 2019 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
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: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://tede2.espm.br/handle/tede/391 |
Resumo: | This dissertation has as main theme the relations between communication, consumption and the production of subjectivity of the self as an ideal business. We proposed a critical reflection about the constitution of the neoliberal ideology of the woman as the self entrepreneur from the invitations made by Sophia Amoruso for the consumption of a specific “model" of subjectivity - the Girlboss. Perceived while communication process in the neoliberal context , the entrepreneurial culture presents its agents as paradigmatic models of our time that has its advertised life narratives in devices that summon to the consumption of speeches that aim to the modulation of subjectivities and of the affections of the self as an ideal business. As a research problem we listed the following question: How the purposes of modulation of subjectivities that are put in the speeches and narratives by Sophia Amoruso, as a coach that builds a symbolic universe in which are proposed processes of production and consumption of ways of being, contribute to the constitution, characterization and development of the neoliberal ideology of woman as the self-entrepreneur? We have as a general objective of this research to analyze the processes of the speech production, narratives and logics of communication of our object of study, its convocations, the context in which are inserted, from where started and which woman's imaginary is built. We conducted a documentary and qualitative research from where started to a critical analysis of the material in the light of the theoretical framework. We identify and reflect about the ways of control, conduction and segregation in this specific model and the way of existence presented, in other words, as subject who is the only responsible for an "incredible life" understanding its life as the greatest project. We conclude that Sophia Amoruso's speeches propose a model of subjectivity that is molded simultaneously to the traditional values of female gender roles and the productivist demands of the neoliberal capitalism. |
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Castro, Gisela Grangeiro da SilvaCasadei, Eliza BachegaCastellano, Maykahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8185525P2&tokenCaptchar=03AGdBq26odFnvo1Lqvyc0lPtcGCiMFSSqxtVQXV3iM7hVmIibaZHfaK9Qpz0RzJ3E7Jz0ZxiMS-ZybAJcH6_8OiuDNUSXCe2L4sKcWnEDdEmlkWj4MZqKbf8iU2DDQNXNtZqW2DWCcO34XNsIB-Es8FtOL4dsuYjG9rhf1QBigYdBD1xW-Po-Bn7ibzpuuHFZCH3Ctz5M0WTMeNmm5zDFv7c7j-eLN_RKDWZVrxpCys3eh7Nx-KzwD1Sy9xZaQVYh5mj4Za-B04KqY_ZtrPJP6q5i-dNlFB1h-GwquNBk2Og_rMAGAw_m-o-jXexmNaUtIXqLhShqbOKiBXHZDRRetHCFErjsBesg0kvu9wRfNnJDYe0o0riLfQRhrmwDM5r3k_Suc6yEyftVNbIcDbiwjBelPtvo3lGOIwVeras, Vívian Layane de Araújo Barroso2020-07-16T15:47:38Z2019-03-21Veras, Vívian Layane de Araújo Barroso. Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si. 2019. [133 f.]. Dissertação ( Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/391This dissertation has as main theme the relations between communication, consumption and the production of subjectivity of the self as an ideal business. We proposed a critical reflection about the constitution of the neoliberal ideology of the woman as the self entrepreneur from the invitations made by Sophia Amoruso for the consumption of a specific “model" of subjectivity - the Girlboss. Perceived while communication process in the neoliberal context , the entrepreneurial culture presents its agents as paradigmatic models of our time that has its advertised life narratives in devices that summon to the consumption of speeches that aim to the modulation of subjectivities and of the affections of the self as an ideal business. As a research problem we listed the following question: How the purposes of modulation of subjectivities that are put in the speeches and narratives by Sophia Amoruso, as a coach that builds a symbolic universe in which are proposed processes of production and consumption of ways of being, contribute to the constitution, characterization and development of the neoliberal ideology of woman as the self-entrepreneur? We have as a general objective of this research to analyze the processes of the speech production, narratives and logics of communication of our object of study, its convocations, the context in which are inserted, from where started and which woman's imaginary is built. We conducted a documentary and qualitative research from where started to a critical analysis of the material in the light of the theoretical framework. We identify and reflect about the ways of control, conduction and segregation in this specific model and the way of existence presented, in other words, as subject who is the only responsible for an "incredible life" understanding its life as the greatest project. We conclude that Sophia Amoruso's speeches propose a model of subjectivity that is molded simultaneously to the traditional values of female gender roles and the productivist demands of the neoliberal capitalism.Esta dissertação tematiza as relações entre comunicação, consumo e a produção de subjetividades em um ideal empresarial de si. Propomos uma reflexão crítica sobre a constituição do ideário neoliberal da mulher empreendedora de si a partir das convocações realizadas por Sophia Amoruso para o consumo de um “modelo” específico de subjetividade - a Girlboss. Apreendida enquanto processo comunicacional no contexto neoliberal, a cultura empreendedora contemporânea apresenta seus agentes como modelos paradigmáticos do nosso tempo que têm suas narrativas de vida publicizadas em dispositivos que convocam para o consumo de discursos que visam à modulação das subjetividades e dos afetos, em um ideal empresarial de si. Como problema de pesquisa, elencamos a seguinte questão: como as propostas de modulação de subjetividades que estão postas nos discursos e narrativas de Sophia Amoruso, enquanto coach que constrói um universo simbólico em que são propostos processos de produção e consumo de modos de ser, contribuem para a constituição, caracterização e promoção do ideário neoliberal da mulher empreendedora de si? Temos como objetivo geral da pesquisa analisar os processos de produção de discursos, narrativas e lógicas comunicacionais do nosso objeto de pesquisa, suas convocações, o contexto em que estão inseridos, de onde partem e que imaginário de mulher constroem. Realizamos uma pesquisa qualitativa e documental de onde partimos para a análise crítica do material, à luz do referencial teórico. Identificamos e refletimos sobre os modos de controle, condução e segregação, neste modelo específico, e a forma de existência apresentada, ou seja, como sujeito unicamente responsável por uma “vida incrível”, compreendendo a sua vida como o seu maior empreendimento. Concluímos que os discursos de Sophia Amoruso propõem um modelo de subjetividade que está moldado, simultaneamente, aos ideais tradicionais de papéis do gênero feminino e às demandas produtivistas do capitalismo neoliberalSubmitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-07-16T15:42:04Z No. of bitstreams: 1 VIVIAN LAYANE DE A. BARROSO VERAS.pdf: 2913526 bytes, checksum: 31ac5f44351c29c8419e34584e1b0174 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-07-16T15:42:52Z (GMT) No. of bitstreams: 1 VIVIAN LAYANE DE A. BARROSO VERAS.pdf: 2913526 bytes, checksum: 31ac5f44351c29c8419e34584e1b0174 (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-07-16T15:47:15Z (GMT) No. of bitstreams: 1 VIVIAN LAYANE DE A. BARROSO VERAS.pdf: 2913526 bytes, checksum: 31ac5f44351c29c8419e34584e1b0174 (MD5)Made available in DSpace on 2020-07-16T15:47:38Z (GMT). No. of bitstreams: 1 VIVIAN LAYANE DE A. BARROSO VERAS.pdf: 2913526 bytes, checksum: 31ac5f44351c29c8419e34584e1b0174 (MD5) Previous issue date: 2019-03-21application/pdfhttp://tede2.espm.br/retrieve/1240/VIVIAN%20LAYANE%20DE%20A.%20BARROSO%20VERAS.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado em Comunicação e Práticas de ConsumoESPMBrasilESPM::Pós-Graduação Stricto Sensucomunicação e consumo; subjetividade; ideal empresarial de si; cultura empreendedora; Girlbosscommunication and consumption; subjectivity; the self as an ideal business; entrepreneurial culture; GirlbossCIENCIAS SOCIAIS APLICADAS::COMUNICACAOGirlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de siGirlboss : communication and consumption of subjectivity in a neoliberal ideology of the self-entrepreneur womaninfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis1478719854366591830500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILVIVIAN LAYANE DE A. 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dc.title.por.fl_str_mv |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
dc.title.alternative.eng.fl_str_mv |
Girlboss : communication and consumption of subjectivity in a neoliberal ideology of the self-entrepreneur woman |
title |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
spellingShingle |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si Veras, Vívian Layane de Araújo Barroso comunicação e consumo; subjetividade; ideal empresarial de si; cultura empreendedora; Girlboss communication and consumption; subjectivity; the self as an ideal business; entrepreneurial culture; Girlboss CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
title_full |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
title_fullStr |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
title_full_unstemmed |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
title_sort |
Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si |
author |
Veras, Vívian Layane de Araújo Barroso |
author_facet |
Veras, Vívian Layane de Araújo Barroso |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Castro, Gisela Grangeiro da Silva |
dc.contributor.referee1.fl_str_mv |
Casadei, Eliza Bachega |
dc.contributor.referee2.fl_str_mv |
Castellano, Mayka |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8185525P2&tokenCaptchar=03AGdBq26odFnvo1Lqvyc0lPtcGCiMFSSqxtVQXV3iM7hVmIibaZHfaK9Qpz0RzJ3E7Jz0ZxiMS-ZybAJcH6_8OiuDNUSXCe2L4sKcWnEDdEmlkWj4MZqKbf8iU2DDQNXNtZqW2DWCcO34XNsIB-Es8FtOL4dsuYjG9rhf1QBigYdBD1xW-Po-Bn7ibzpuuHFZCH3Ctz5M0WTMeNmm5zDFv7c7j-eLN_RKDWZVrxpCys3eh7Nx-KzwD1Sy9xZaQVYh5mj4Za-B04KqY_ZtrPJP6q5i-dNlFB1h-GwquNBk2Og_rMAGAw_m-o-jXexmNaUtIXqLhShqbOKiBXHZDRRetHCFErjsBesg0kvu9wRfNnJDYe0o0riLfQRhrmwDM5r3k_Suc6yEyftVNbIcDbiwjBelPtvo3lGOIw |
dc.contributor.author.fl_str_mv |
Veras, Vívian Layane de Araújo Barroso |
contributor_str_mv |
Castro, Gisela Grangeiro da Silva Casadei, Eliza Bachega Castellano, Mayka |
dc.subject.por.fl_str_mv |
comunicação e consumo; subjetividade; ideal empresarial de si; cultura empreendedora; Girlboss |
topic |
comunicação e consumo; subjetividade; ideal empresarial de si; cultura empreendedora; Girlboss communication and consumption; subjectivity; the self as an ideal business; entrepreneurial culture; Girlboss CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
communication and consumption; subjectivity; the self as an ideal business; entrepreneurial culture; Girlboss |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This dissertation has as main theme the relations between communication, consumption and the production of subjectivity of the self as an ideal business. We proposed a critical reflection about the constitution of the neoliberal ideology of the woman as the self entrepreneur from the invitations made by Sophia Amoruso for the consumption of a specific “model" of subjectivity - the Girlboss. Perceived while communication process in the neoliberal context , the entrepreneurial culture presents its agents as paradigmatic models of our time that has its advertised life narratives in devices that summon to the consumption of speeches that aim to the modulation of subjectivities and of the affections of the self as an ideal business. As a research problem we listed the following question: How the purposes of modulation of subjectivities that are put in the speeches and narratives by Sophia Amoruso, as a coach that builds a symbolic universe in which are proposed processes of production and consumption of ways of being, contribute to the constitution, characterization and development of the neoliberal ideology of woman as the self-entrepreneur? We have as a general objective of this research to analyze the processes of the speech production, narratives and logics of communication of our object of study, its convocations, the context in which are inserted, from where started and which woman's imaginary is built. We conducted a documentary and qualitative research from where started to a critical analysis of the material in the light of the theoretical framework. We identify and reflect about the ways of control, conduction and segregation in this specific model and the way of existence presented, in other words, as subject who is the only responsible for an "incredible life" understanding its life as the greatest project. We conclude that Sophia Amoruso's speeches propose a model of subjectivity that is molded simultaneously to the traditional values of female gender roles and the productivist demands of the neoliberal capitalism. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-03-21 |
dc.date.accessioned.fl_str_mv |
2020-07-16T15:47:38Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Veras, Vívian Layane de Araújo Barroso. Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si. 2019. [133 f.]. Dissertação ( Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/391 |
identifier_str_mv |
Veras, Vívian Layane de Araújo Barroso. Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si. 2019. [133 f.]. Dissertação ( Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/391 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.program.fl_str_mv |
1478719854366591830 |
dc.relation.confidence.fl_str_mv |
500 500 600 |
dc.relation.department.fl_str_mv |
-4455193753091852328 |
dc.relation.cnpq.fl_str_mv |
-4056021055502874573 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado em Comunicação e Práticas de Consumo |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações da ESPM instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Biblioteca Digital de Teses e Dissertações da ESPM |
collection |
Biblioteca Digital de Teses e Dissertações da ESPM |
bitstream.url.fl_str_mv |
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