Ideologia, marketing e cooptação de estagiários na Revista Agitação (1993-2007)

• Ano de defesa: 2010
• Autor(a) principal: Santos, Silvana Nymann dos
• Orientador(a): Rago Filho, Antonio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em História
• Departamento: História
• País: BR
• Palavras-chave em Português: Empresários; Estagiários; Centro de Integração Empresa-Escola; Juventude > Emprego; Agitacao (Revista)
• Palavras-chave em Inglês: Executives; Internship
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS::HISTORIA
• Link de acesso: https://tede2.pucsp.br/handle/handle/13211

This study aims to discuss expectations and interests when the young are introduced in the labour market through internship programs. The criticism produced on the Agitação magazine, a bimonthly publication of the NGO CIEE (Centro de Integração Empresa-Escola), allowed a reading of São Paulo's executives speeches, analyzing them in their past living and shared social relationships, leading to a comprehension of the press as a means to construct São Paulo's entrepreneurial reality. It was possible to question how this space is used to express the ideals that create meanings in the social reality by such executives, and also to define their action in mobilizing the young who occupy internship opportunities, previously selecting, molding them according to competences inside the scarce qualified strength labour. In this sense, every action of this group of executives responsible by the NGO CIEE meet their expectations in the space created by them, which effectively is open to young students to invest in experience and join the labour market. Relevant is the use of pedagogy as a means of creating a mentality of an ideal world for the young: an opportunity that the young can envisage in the executive world, pursuing characteristics that must or need to be developed, such as: creativity, the use of new technologies, leadership, English language, ethics, among many other abilities and competences that make the young a good professional under the point of view of the executive. Thus, when referring to actual competitive, capitalist and neoliberal world, in which the globalization of capital takes place, it is a discussion that opens to questioning the way São Paulo's entrepreneurs interact to reach their hegemony