Narratives in the context of entrepreneurial culture: critical analysis of stage entrepreneurship in contemporary Brazilian scene

Abstract

This project has as its theme the narratives in the context of the entrepreneurial culture. Nowadays, entrepreneurial activity goes beyond economic aspects to become a paradigm of our time, a set of prescriptions and behavioral models that serve life as a whole. This sense attributed to entrepreneurship is spread through complex communication processes. When we approach critically the theme of entrepreneurship in the field of communication, we seek to analyze the fundamental role of narratives, which articulate discursive context and materiality, spirit of time and corporate culture, economy and life trajectories. We discuss, in this spectrum, the relation between discourse and narrative; the inspirational narratives and their relation with the organizational and marketing communication; entrepreneurial self-help; the narrative paradigm of TED Talks as a model for stage entrepreneurship in the world. Ultimately, we discuss how the narratives of entrepreneurship constitute projects of society, based on communicational processes. The project of the entrepreneurial society, as discussed by Dardot and Laval (2016). In this context, we chose as the object of analysis the so-called "stage entrepreneurship" in the current Brazilian scenario. Specifically, we analyze the annual Endeavor Day 1 event, organized by Endeavor Brasil, one of the main agents of the entrepreneurial scene in Brazil, whose objective is to "inspire and capacitate" entrepreneurs. In its Youtube channel, the collection consists of 90 videos of talks since 2011, recorded with audience (originally transmitted live on digital networks), with a total of about 337 thousand views (June 2019 data). The main corpus of this project will be analyzed based on the theoretical-methodological proposal of social discourse (ANGENOT, 2010). (AU)