Empreendedorismo: uma análise por meio do jornalismo econômico

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This text analyzes how the press describe the entrepreneur, based on stories in which overcoming and meritocracy emerge as solutions to overcome the economic crisis. The central hypothesis of the research is that, in a crash period, the midia uses success stories in the corporate world to romanticize the businessman track to professional success. This incentive to open the business itself is inserted in a context of structural change in the labor market, which has occurred since the 1970s, driven by the increased flexibility of the capitalist production model. Through content analysis, with the observation of framings, we identified categories for the articles to observe contrasts in the stories. The reports were classified through a fluctuating reading and separated according to the frames, which, mostly, described the profile of this new businessman and the ways out of the recession. We investigated articles from the three main national newspapers: Folha de S. Paulo, Estado de S. Paulo and O Globo. The chosen examples were selected from 2017, the year that changes in the labor market was approved by ex-president Michel Temer (2016-2018) comes into force. The media are one of the main organizers and distributors of speeches to society. Based on concepts by Henri Lefebvre (1991) and Agnes Heller (2008), we point to the media as an important tool for orienting everyday life, a place for the construction and deconstruction of society's values, a kind of guiding thread in history. The media has a fundamental role in the formation of speeches, therefore, it is essential to understand how economic journalism, in this particular case, shows these stories that exalt individualism and overcoming the businessman and how concepts related to entrepreneurship and meritocracy received more space in the economic news in Brazil, mainly from the 1990s with the arrival of liberal governments.