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The social entrepreneurship globalized speeches: heroic narratives, posible worlds and symbolic consumption

Grant number: 14/23079-4
Support type:Scholarships in Brazil - Master
Effective date (Start): April 01, 2015
Effective date (End): March 31, 2016
Field of knowledge:Applied Social Sciences - Communications - Theory of Communication
Cooperation agreement: Coordination of Improvement of Higher Education Personnel (CAPES)
Principal researcher:Vander Casaqui
Grantee:Angelina Sinato
Home Institution: Escola Superior de Propaganda e Marketing (ESPM). São Paulo , SP, Brazil


The objective of this research project is to study the global discourse of social entrepreneurship scene. To do so, we discuss communication narratives that constitute the image of social entrepreneurs' worldwide institutions Ashoka, Skoll Foundation e Schwab. These organizations articulate new possible worlds (Lazzarato, 2006) and represent in an emblematic way the new spirit of capitalism (Boltanski and Chiapello, 2009). Besides, attribute legitimacy to social entrepreneurs, who are seen as modern Olympians, true culture models (Morin, 2011). The social entrepreneur, in summary, joins the competence as a regular entrepreneur with dedication to work for the common good. The pragmatism of the entrepreneurial figure combines heroic characteristics, which are the symbolic power (Bourdieu, 2005) these social actors have as real celebrities (Torres, 2014) of the contemporary world. This process occurs through a complex network of production, circulation and consumption of these globalized symbolic heroic narratives. From the spread of the phenomenon of social entrepreneurship, we seek to understand their origin, their rhetoric constitution and how the social and cultural aspects are linked to it. (AU)

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