Girlboss : comunicação e consumo de subjetividade em um ideário neoliberal da mulher empreendedora de si

• Ano de defesa: 2019
• Autor(a) principal: Veras, Vívian Layane de Araújo Barroso
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Casadei, Eliza Bachega, Castellano, Mayka
• 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; subjetividade; ideal empresarial de si; cultura empreendedora; Girlboss
• Palavras-chave em Inglês: communication and consumption; subjectivity; the self as an ideal business; entrepreneurial culture; Girlboss
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/391

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.