O trabalho como espetáculo: comunicação, consumo e mídia em aprendiz universitário

• Ano de defesa: 2012
• Autor(a) principal: Mitraud, Francisco Silva
• Orientador(a): Casaqui, Vander
• Banca de defesa: Soares, Rosana de Lima , Rocha, Rose de Melo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação e consumo; trabalho; espetáculo; reality show; aprendiz universitário
• Palavras-chave em Inglês: communication and consumption; work; spectacle; reality show; aprendiz universitário
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/113

Work has a key role in identity construction and subjectivity expression. The relationship between subjects and this sphere of mediation has become increasingly more complex in the contemporary world. In the Aprendiz Universitário reality television show, theme of this study, the corporate world is portrayed in its practices, rituals, values and leadership models, with a strong presence of many different ways of consumption that shapes its script. The show, chaired by a TV host and two counselors, has 16 University students competing in tasks related to the corporate world, so that one will be the winner. Starting from theoretical reflections that place work in the intersection between Communication and Consumption, a discussion is made about the communicational dimension of consumption and work, including visible and invisible aspects of the latter and the role of both consumption and work for encoding and ranking the subject is also discussed. In a mediatized society, work activities are transformed into a cultural product, in the form of a spectacle, and offered to media consumption, thus having a pedagogical effect. The theoretical foundation of this study comprises the French School of Discourse Analysis, the audio-visual grammar analysis and Propp s Theory of the Wonder Tale. These theoretical references are used to make a comparative analysis of the 2009-2010 seasons, hosted by Roberto Justus and João Dória Jr, respectively. It has been identified a hybridization of discourses from several fields that builds up the competitive ethos of the show. The contemporary subject-worker is pushed to achieve success, submitting themselves to reprehensible practices and conflicts which, however, are naturalized by a corporate culture driven by neoliberal logic.