Banca de DEFESA: FLAVIA CARVALHO DE FREITAS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : FLAVIA CARVALHO DE FREITAS
DATE: 15/12/2022
TIME: 09:00
LOCAL: Videoconferência Via Google Meet (Pandemia Covid19)
TITLE:

IS IT POSSIBLE TO BE HAPPY EVEN IN TIMES OF CRISIS? Inspiration and entrepreneurial self-help of coaches in the Covid-19 pandemic

KEY WORDS:

Crisis; Entrepreneurial self-help; Culture of inspiration; Coaching; Instagram.

PAGES: 127
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

Since the first decades of the 2000s, self help is getting more visibility in the media, due its exponential growth. Consequently, the genre has extrapolated the literature and fragmented itself in the ambience of the social media websites. In this context, coaches gained more visibility due the polemics, like the lack of regulations of their activities, the illegal psychology practice and the spectacularization of the inspirational discourse in digital social media. After the spread of the new coronavirus, we opted to direct the research by taking into consideration the self help discourse in this crisis scenario. Due to that, this study aims to analyze how influential coaches on Instagram materialize the
inspirational discourse, focused on the crisis in an unstable period like the pandemic. For that, we started from a theoretical framework composed of studies about Discursive event (PÊCHEUX, 2006), Affective capitalism (ILLOUZ, 2011), Culture of inspiration (CASAQUI, 2017), Self help (MARÍN- DÍAZ, 2015), and Neoliberalism (DARDOT; LAVAL, 2016; SAFATLE; SILVA JUNIOR, DUNKER, 2021). The methodological approach is based on Bardin&content analysis (1977) and on Maingueneau studies (2004, 2008 and 2015) about enunciation scenes. We selected as the study object videos from Instagram, produced by the master coaches José Roberto Marques and Paulo Vieira. With this investigation, we comprehend that the coaches; inspirational discourse is crossed by a series of silencing (ORLANDI, 2020), when hiding the complexity of the crisis situation and enhancing the individual perspective as the problem;s solution. They are anchored in the scientific discourse, aiming to endorse their solutions as the way out from the crisis, those alternatives being linked to the consummation of their own services, and consistent with the guidelines of the neoliberal rationality.

COMMITTEE MEMBERS:
Interna - 1654570 - KARLA REGINA MACENA PEREIRA PATRIOTA
Presidente - 1805696 - ROGERIO LUIZ COVALESKI
Externo à Instituição - VANDER CASAQUI