Critique of inspiration in the communications processes of cool capitalism

Authors

DOI:

https://doi.org/10.18568/cmc.v17i48.2009

Keywords:

Comunicação e consumo, cultura empreendedora, discurso social, inspiração, sociedade neoliberal

Abstract

This article aims to deal with inspiration as an element that identifies the communicational processes related to the entrepreneurial culture. In this sense, the publicity of the ideals, values, prescriptions of agents identified with entrepreneurship starts from a well-delimited communicational model whose main function is to inspire, that is, to transform the other, that composes its social auditorium (BAKHTIN, 1997). This desired transformation would ultimately be the promotion of engagement in contemporary capitalism in its most seductive face, which McGuigan (2009) defines as cool capitalism. In summary, we try to discuss the intersections between inspiration, entrepreneurship and neoliberal capitalism, or neoliberal society (according to DARDOT; LAVAL, 2016).

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Author Biography

Vander Casaqui, Universidade Metodista de São Paulo - UMESP

Professor at the Post-Graduate Program in Social Communication at Universidade Metodista de São Paulo. PhD in Communication Sciences at Universidade de São Paulo, with post-doctorate at Universidade Nova de Lisboa.

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Published

2020-04-27

How to Cite

Casaqui, V. (2020). Critique of inspiration in the communications processes of cool capitalism. Comunicação Mídia E Consumo, 17(48), 108–127. https://doi.org/10.18568/cmc.v17i48.2009

Issue

Vol. 17 No. 48 (2020): JANEIRO/ABRIL

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.

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