Abstract
The ludic is understood, in the academic field and in pedagogical and business discourses in Brazil, as a synonym for fun, games, games or toys. In view of this, it has become a banalized term in Brazilian daily life, and is used to adjectivize actions of joy, format and classification of toys, works of art, didactic and pedagogical methods, manifestations related to festivals, in culinary preparations, and even in several advertisements for trips, trips, or interior decoration styles. Moreover, ludic has also been used to build propaganda ideals in different contexts, such as business, social media, political discourses, and school contexts. For this reason, ludic has served a neoliberal discourse that transforms it into a label, a commodity, a bargaining object. This means that it is used to sell an idea of freedom and pleasure to people. Thus, Ludopolitics emerges, which is nothing more than a way to control our entertainment practices, our free time, and our expressiveness. In this perspective, the scope of this article is to analyze Ludopolitics and the practices of ludicizacao in everyday life, taking as discursive assumptions the business models (meritocracy, behavioral study, entrepreneurship, ranking, productivity, among others) under the aegis of a supposed playful bias.
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