FROM SUCCESS TO STRIKE: THE ENTREPRENEURSHIP DISCOURSE ON INSTAGRAM DURING THE MOBILIZATIONS FOR THE APPLICATION DELIVERIERS STRIKE
Name: KARLILI FREIRE TRINDADE
Publication date: 18/04/2023
Examining board:
Name |
Role |
|---|---|
| FABIO GOMES GOVEIA | Examinador Interno |
| RAFAEL BELLAN RODRIGUES DE SOUZA | Presidente |
| VANDER CASAQUI | Examinador Externo |
Summary: The growth of entrepreneurship in Brazil is a reflection of a scenario that combines
economic, social, political and health crises with the advancement of a neoliberal project
that implements austerity measures that increase the precariousness of work and life. One
of the neoliberal instruments that stimulate this growth is the narrative of entrepreneurship
on digital networks such as Instagram. In July 2020, they carried out two mobilizations
of app delivery people, a category that is commonly referred to as entrepreneurs, and
Instagram became the stage for the entrepreneurship narrative in the hashtags
#entrepreneurship and #brequedosapps, in the first as a hegemonic discourse and in the
second, counter- hegemonic. After a survey of publications, the hypothesis is that the
daily life narrated on digital networks propagates and facilitates the assimilation of
narrative elements, reinforcing a neoliberal ideology. And even if there are publications
that confront these elements, they do not have the same reach. Neoliberalism
predominates in the production of meaning and in the dispute over the production of
meaning, in this case, it would be a contemporary expression of the class struggle, on
digital platforms.
